Marketing and all things related

As reported earlier by Marketing Blurb, companies are increasingly turning to online search to effectively reach certain challenging customer demographics like Gen Y. Ideally, this is a dual focused campaign consisting of search engine optimization (SEO) and keyword advertising, often called search engine marketing (SEM.) According to a study by SEMPO, the Search Engine Marketing Professional Organization, only 11% of search campaigns actually enable search engine optimization, while 83% of campaigns default exclusively to paid keyword advertising or search engine marketing.

The preference for SEM, while short-sighted, is easy to understand. SEM campaign results are easily measured by direct marketing metrics. SEO campaigns require companies to change the contents of their website, and to continue tweaking search engine friendly variables overtime. Ironically, SEO can produce superior results, as reported by Stoney deGeyter of Pole Position Marketing. Marketing Blurb agrees, and recommends a more balanced SEO/SEM approach, even at the expense of confusing traditional offline marketing executives.