Measuring ROI of search is 'easier' than other marketing forms
24/05/2010 12:04:12
The effectiveness of search engine marketing (SEM) can be measured more easily than that of many other marketing channels, it has been suggested.
A recent survey by Omniture found that 80 per cent of marketers believe return on investment (ROI) from online marketing is important to measure. However, only 31 per cent can do it effectively.
This will come as interesting news to those in IT sales and marketing jobs, whose primary role is to ensure companies are marketed well.
Marc Engelsman, vice president of client programmes and services at DBE, a search marketing consultancy, said: "Search provides
many metrics and measures that make determining ROI easier than it is for many other media [platforms]."
Those working in IT marketing should be aware of search marketing's "ability to capture metrics like conversions" as this provides marketers with "the rationale for reallocation of budget from less 'trackable' marketing tactics" to SEM, he explained.
He said that SEM was also "relatively" inexpensive compared with some other marketing forms.
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