Integration of Marketing and Search Search marketing alone will only get you part way to your goal – adopting an integration policy will get you the rest of the way. More…
	Competition is on its Way A recent study shows the internet’s growth is slowing – meaning more ‘click’ competition. More… Highlighting Click Fraud Still a difficult problem to address, click fraud appears to be staying for good… but it’s difficult to say for sure. More…
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	Integration of Marketing and Search Source: Media Posts’ Search Insider Authored by: Enlighten By now it should be crystal clear that search marketing is every bit as important as online advertising, e-mail marketing, content sponsorships, and Web sites when it comes to achieving success online. With media allocation priorities coming into focus, it's time for interactive marketers to think more critically about search in the context of integration. In many cases, search campaigns are planned in a vacuum, with little regard for associated messaging in online advertising programs, sponsorships, or even Web sites. This segregated approach invites a host of problems; it compromises the uniformity of a campaign, and the integrity of the message that's being delivered. An opportunity exists at the intersection of search marketing and Web site optimization. Qualified site visitors can be hard to attract. But producing a quality site visit is even harder. From search engine placement to copy, site landing pages, shopping applications, and even Web site information architecture, there are just too many critical factors that invalidate a fragmented approach to search marketing. Integrating a search marketing program into an analytical framework can greatly increase your chances of going beyond the coveted click to secure the most valuable consumer action. While many marketers equate conversions with sales, there are, in fact, countless other measures of search campaign quality: post-click e-mail campaign registrations, brochure requests or downloads, rich media content interactions, and dealer/store locator searches, to name just a few. Back to top… Competition is on its Way Source: DM News Authored by: Did-it.com According to a recent study by market research and consulting firm Parks Associates, U.S. Internet adoption will grow only 1 percent -- from 63 percent to 64 percent -- this year. Compare that with an old Nielsen//Netratings report, which found that U.S. Internet users grew 16 percent from 2000 to 2001; and with a different Nielsen//Netratings study that found that, from 1999 to 2000, it grew 41 percent. In other words, the Internet isn't really growing any more. Which means search is heading for a whole new level of competition. While the number of daily searches is increasing rapidly for now, the pool of available searchers -- the people who are online -- isn't growing. And so it's only a matter of time before the search population effectively expands to the entire Internet population and search marketing becomes a matter of the same marketers competing on the same search results pages for the same people (think dogs competing over meat) . Back to top… Lawsuit Shines Light on Click Fraud Source: DM News Google's proposed settlement of a click fraud lawsuit draws attention to a problem that continues to concern advertisers. Sixteen percent of advertisers and search marketers called click fraud a significant problem in a 2005 Search Engine Marketing Professional Organization survey, a sharp increase from 6 percent in 2004. Another 23 percent of advertisers and 33 percent of agencies surveyed in 2005 said they tracked click fraud and agreed that it is a "moderate" problem. Marketing research firm MarketingExperiments.com, Atlantic Beach, FL, found that up to 29.5 percent of clicks on Google might be fraudulent. The firm tracked three pay-per-click campaigns over 10 days last year. The random sample "uncovered as much as 29.5 percent click fraud and showed that Google was able to account for and credit only a small portion of the fraudulent charges," said Flint McGlaughlin, director of MarketingExperiments' lab. But click fraud remains an elusive problem that is difficult for most advertisers, engines and third-party firms to track. Back to top…
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