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SEM Planning and Execution Challenges
Thursday, December 07, 2006
Yesterday I read a great article in the Search Insider by Rob Garner entitled "Solutions For Seven SEM Planning and Execution Challenges". In the piece, Garner outlines 7 items that can help businesses with search engine marketing planning and execution. The 7 items identified were:
  1. Integrating search as a business or technical requirement - This mean making search a major objective prior to the start of the project
  2. Building business cases - consideration for itemns such as how much search has played a role in the past, how much budget has been used for search, how much revenue is organic (natural) search currently driving through a site etc.
  3. Having a "search specialist" at the table - to educate
  4. Creative adversity - educating contributors about search principles, and establishing collective goals
  5. Search education - most successful enterprise search engine marketers are also good search educators
  6. For search engine marketers--establishing balance - realizing that all aspects of natural search performance can't be controlled and instead of trying to accomplish everything, setting realistic goals
  7. For search engine marketers--integrating search with tangible business goals - business goals should always drive search strategy
While the 7 steps are a great starting point there is one key element missing here, and that is to strive to understand your target. Learn about your customer. Not matter what form of marketing medium that you use whether it's search or a 30 second tv spot on the Superbowl broadcast, unless you understand your consumer your campaign will not be a total success. Study your target, continue to learn from them and adapt to meet their needs. Then you will truly begin to learn what real success is.

(For the record the average 30 second spot during the 2006 Superbowl cost 2.5 million, think of the better and longer-term return you can acheive if you dedicated 2.5 million to your search engine marketing campaign.)
posted by Jody @ Thursday, December 07, 2006  
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Home: Kelowna, BC, Canada
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