Search Marketing Strategies focuses on how to make the most from the search engine industry. Concentrating on the strategic element rather than the procedural approach, the author demonstrates how to adapt the tactical techniques, such as paid search, site side optimization and analytics packages, into search strategies in order to achieve marketing or corporate objectives such as branding, sales and customer acquisition.
- Focuses on search marketing strategy rather than search optimization
- Acts as a toolkit for adapting tactical techniques into search strategies
- Written for marketers, therefore the consideration of the topic of search is wholly relevant for the marketing function
Primary: Marketing professionals - those who have started their experiences with search engines or are looking for the hook as to why they should start. E-Marketing professionals looking to expand their knowledge (agency, SEM professionals (not SEO professionals) and eCommerce Managers).
Secondary: Final year marketing undergraduates specializing in E-Marketing in their dissertations or final projects. Postgraduate marketing students taking an E-Marketing course or incorporating these strategies into a full interactive marketing plan. Professionals taking CIM or IDM courses (such as the E-Marketing Award).
- No. of pages:
- © Butterworth-Heinemann 2006
- 7th October 2005
- Paperback ISBN:
If you're looking at implementing a ppc or seo or paid inclusion search engine marketing program then you'll be wise to have this book in your arsenal. It's full of good information about the elements that really matter to your campaign and breaks it down based on the desired outcome. So whether your looking to implement a branding campaign, generate leads, sell product or just drive traffic, the tactics are there as well as a description of which engines to use for each type of campaign by industry. Anyway, it's a good book so I say if you're in that market then you should definitely buy it. Even if you think you're too smart to learn anything new about seo or ppc, trust me, nobody's that smart.
James Colborn, BA, DipM, has worked in the search engine marketing space for over 5 years and has practiced in North America and Europe. James has worked with companies such as British Airways, Thomas Cook, Comet, B&Q, Cable & Wireless, Best Buy, Thomas Register and eBay.
Search Marketing Strategist (client list includes Bestbuy, Country Home, Pitney Bowes, Verizon Wireless, BlueCross BlueSheild Association)