Online search marketing ought to be approached in the same way as direct marketing has been for many years, according one expert.

Mike Moran, who worked a product manager for IBM’s OmniFind application, suggests that many of the techniques for measuring the success rate of a direct marketing campaign are transferable to online search marketing.

In the same way as with direct marketing, search marketing strategies should be assessed and altered appropriately depending on the number of responses a particular tactic generates, Mr Moran insists.

Writing in Revenue Today recently, he commented: “Web marketing, done well, is the biggest direct marketing opportunity ever, because the web is infinitely more measurable than off-line direct marketing.”

“Apply direct marketing principles to your search marketing to provide a big hit to your campaigns,” he added.

IBM claims that its OmniFind tool can boost the collaborative investments of organisations that use and maximise portal value.
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