New study shows companies STILL don't get SEM...
New study shows companies STILL don't get SEM...: "I've written time and time again about the need to get past things like rankings and traffic in order to look at what really matters in a search campaign. Namely...sales and profits. A new study released this morning shows that most businesses still don't get it.A full 4 out of every 5 search engine marketers have the evaluation of their performance tied to some search engine marketing metric.
1 out of 2 search engine marketers are evaluated on website traffic volume and/or top search engine ranking.
4 out of 10 search engine marketers are evaluated on ROI or total sales generated by their search engine marketing efforts.
Just 1 to 2 in 10 search engine marketers are evaluated on offline results generated by their search engine marketing efforts.
Until folks start to grasp the idea that conversions count and traffic really doesn't, most companies will fail to really see the full measure of results that they could be getting from their campaigns.
The white paper written as a result of the study is available online at the iProspect site: Search Engine Marketing Studies including keyword research: "iProspect's Search Marketer Performance Study (August 2005) "
posted by Jen @ 6:09 AM
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