Carat Interactive Boosts Search Practice

Share this article:
Carat Interactive, an agency division of media buying and planning firm Carat North America, gave the search engine marketing segment a shot in the arm by appointing a senior executive to handle those responsibilities.


As vice president of search engine marketing, Ron Belanger is to build Boston-based Carat Interactive's practice in that area. He previously was vice president of account development at search firm Inceptor Inc., running client services on NCR Corp., Sun Microsystems and Best Buy Co.


"We're putting a stake in the ground," Carat Interactive president Sarah Fay said. "We're seeking an advantage for offering a higher level of search.


"The agency model right now is to have an account person play the lead and search people in the background. I think when you get right down to it, there's a whole lot of strategy and strategic thinking that goes behind formulating a search program where there's value a senior person can offer."


Search marketing continues to lead the growth in online advertising, accounting for 29 percent of total ad revenue in the first half of this year, up from 8 percent in the year-ago period. The Interactive Advertising Bureau, New York, and PricewaterhouseCoopers reported those numbers.


Carat Interactive's search marketing services include paid inclusion and placement. It also offers organic search engine optimization. The agency claimed a recent search campaign for Hyatt increased the hotel chain's online bookings while decreasing the estimated cost per lead by 30 percent.


Belanger's appointment likely will boost Carat Interactive's relations with search firms like Google, Yahoo, MSN, Ask Jeeves, Overture, FindWhat and LookSmart.


"There are fewer persons in the search place," Fay said, "but that means there is all the more need to foster better relationships with senior management, and because their time is fragmented."


Share this article:
close

Next Article in Agency

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in Agency

News Byte: Javelin Marketing Appoints Damron CMO

News Byte: Javelin Marketing Appoints Damron CMO

Longtime agency pro brings extensive healthcare industry experience to the agency.

John Wanamaker Is Dead, Long Live the CMO

John Wanamaker Is Dead, Long Live the CMO

A century-old motto isn't—and shouldn't be—relevant today. CMOs need to get with the times and put their customer knowledge to good use.

Unleashing the True Power of the Customer

Unleashing the True Power of the Customer

Retailers who harness customer loyalty program data can create a customer-centric competitive advantage.