Search Marketing Strategies: A Marketer's Guide to Objective Driven Success from Search Engines (Emarketing Essentials)

Search Marketing Strategies focuses on how to make the most from the search engine industry. Concentrating on the strategic element rather than the procedural approach, the author demonstrates how to adapt the tactical techniques, such as paid search, site side optimization and analytics packages, into search strategies in order to achieve marketing or corporate objectives such as branding, sales and customer acquisition. * Focuses on search marketing strategy rather than search optimization* Acts as a toolkit for adapting tactical techniques into search strategies* Written for marketers, therefore the consideration of the topic of search is wholly relevant for the marketing function Search Marketing Strategies: A Marketer's Guide To Objective-driven Success From Search Engines Has Been Written Specifically For Marketing Professionals Who Want To Focus On How To Gain Awareness, Leads And Sales From The Billions Of Searches Completed Each Day As People Seek Information Online About Products And Suppliers. Concentrating On The Strategic Element, The Author Demonstrates How To Adapt The Tactical Techniques, Such As Paid Search, Site-side Optimization And Analytics Packages Into Search Engine Strategies Which Maximize Organisations' Visibility To Achieve Marketing Or Corporate Objectives Such As Branding, Sales And Customer Acquisition.--jacket. 1. What Is Search Marketing? -- 2. Your Search Tool Kit -- 3. Search Marketing Techniques -- 4. Researching And Mapping The Space -- 5. Most Common Successful And Unsuccessful Elements Of A Search Marketing Campaign -- 6. Objective I : Branding And Awareness -- 7. Objective Ii : Sales Via Fully Ecommerce Driven Websites -- 8. Objective Iii : Lead Acquisition -- 9. Objective Iv : Formulating A Search Engine Marketing Plan. James Colborn. Includes Bibliographical References (p. [214]-217) And Index.