Thanks to an uncertain economy — in which companies are closely evaluating all areas of their marketing budgets and demanding controllable, accountable and measurable media — search engine marketers are standing firmly on center stage. More than $12 billion was spent on search last year, and that number is expected to more than double in the next three years.
But rapid shifts in search mean marketers need to move faster than ever to keep up with changes in the sector. In the following pages of DMNews‘ Essential Guide to Search Engine Marketing, you’ll find expert insight on strategies and tactics that reflect the vast universe of search — from paid and organic search to local, mobile and video search, as well as campaign optimization.
Still, search is just one direct marketing channel among many. Experts agree that marketers need to educate themselves about how to integrate their marketing efforts, while a company’s agencies need to learn to work together to meet the client’s needs. A read through this Guide will help you approach your search efforts with confidence — as well as understand how search fits into your overall marketing goals.