More SEM Predictions For 2009
The change in the economic environment means that companies need to get better at search marketing.
Pure branding campaigns are no longer an efficient use of marketing
dollars. Companies are looking for targeted conversion driven
strategies to drive direct consumer activity. Along with integrated
cross marketing platforms and improved search techniques they will look
to invest in improved landing page technology to better capture and
entice conversion on their web properties. They will require consistent
and comprehensive testing of all paid and organic search campaigns as
proof to justify their ROI.
The keyword here is ROI and this means that more work needs to be done to improve conversions and less and getting more traffic. Landing page optimization and web analytics are going to be hot.