What kind of search engine marketing is in your plans for 2007? If you're still contemplating options, read on.
The December 11 issue of B to B magazine is a must-read for marketing planners. Some of the highlights--
1. In her "Top Trends for 2007" article, Kate Maddox observes, "The reach of the Internet has changed everything. Users are just as interested in creating content as they are in watching it." This bodes well for business blogs and highly-targeted, interactive advertising campaigns.
2. B2B companies are embracing video. The power of video for conveying a product, service or training message is unparalleled. Not only will pay-per-click campaigns built around video improve response, the videos may well offer companies an entirely new revenue stream.
3. The growth and complexity of online video, audio and images presents new--and at times rather befuddling--optimization challenges. More than ever, companies need the right search engine marketing partner.
4. When it comes to SEM, treading water won't keep your head above water. In their Outlook 2007 survey, B to B reports that 68% of companies plan new ad campaigns in 2007. The largest growth areas for ad spending are Web sites, e-mail, search, and Webcasting.
In 2006, the SEM industry saw fierce competition and technological advances deliver marketers better SEM tools, often at lower cost. The trend promises to accelerate even more in 2007. The playing field is becoming more and more level, allowing smaller firms to market online just as effectively as the larger ones.
