What do marketers need to consider before entering the world of search?
Among the many criteria, it is important for marketers to know what they are looking for in a software vendor or an agency. 数据挖掘研究院
"A vendor might not provide both paid and organic search management with a strategy to leverage data across both to really drive the client′s search budget most effectively," said Mike Gullaksen, senior vice president at iCrossing, New York.
A vendor also may be unable to provide proprietary technologies like search analytics that will track both paid and natural search, showing efficiencies side by side, or bid management technology that speaks to an analytics platform for the ability to automate some of the paid search management, he said. 数据挖掘研究院
ICrossing is a search agency with clients like Fairmont Hotels & Resorts, Symantec, FedEx Kinko′s, General Motors and DEX Media. 数据挖掘研究院
A search firm′s method is key when trawling for search engine marketing or search engine optimization services. This makes it imperative to consider whether the firm uses software or people to manage bids. 数据挖掘研究院
For example, not using software may cause a scale problem. Eventually, a campaign will get so big that it will need more people to work on it. A search agency may be a better pick for a large marketer that requires a team of people dedicated to work one on one with its search engine strategies.
"For truly the most integrated and difficult search strategies, you need a company that can focus on market research, Web development, creative [and] marketing strategies having to do specifically with a particular company and how that strategy should be integrated into search," Mr. Gullaksen said.
What matters most is a client′s budget to support its approach to search marketing, which may be fully integrated or not, he said. 数据挖掘研究院
However, others have a different view. 数据挖掘研究院
"Every company should care primarily about one thing, and that is how much the SEM/SEO firm will increase profits," said John Rodkin, CEO of ClickShift, San Bruno, CA.
