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Old 01-25-2005   #1
Chris Sherman
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Integrating Search and Offline Marketing

Search marketing has become both popular and effective, but traditional marketers aren't doing enough to work together with search marketers. Turf wars and communication issues can hamper overall marketing efforts, a sad state of affairs when the benefits of integrating search and offline marketing are compelling.

Today's SearchDay article, Integrating Search with Other Marketing, covers a recent Search Engine Strategies session where panelists offered recommendations for harmonizing search with other types of marketing, touching on budget, people and operational issues.

Comments welcome!
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Old 01-26-2005   #2
dlstickler
 
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Integrating Online and "Real World" Communications

Likely, one of the difficulties with convincing other communications departments within an organization that SEO and SEM are necessary lies within the segmentation of these departments within the organizational structure.

SEM and SEO many times is relegated to the technical departments as it is an Internet based function. Advertising, Marketing, and Public Relations many times fall under the rubric of Corporate Communications. If an organization is large enough.

Sadly, CEO's and others responsible for creating organizational hierarchies are not typically students of communications practices and theories. Usually, they are people who have studied or found experience in operating businesses, but have not really focused in on Communications as a discipline.

Just as an advertising agency or PR agency or department is charged with proving to executive level management of the benefit of a certain course of action, so it most likely will always fall to the practitioner of SEO or SEM to prove the benefits of following their recommendations.

Communications professionals of all types need to be aware that until they are proving a definitive ROI on their recommendations, many of their proposals and ideas may fall on deaf ears in the boardroom.

Probably the easiest way to gain compliance to SEO and SEM strategy within a large organization is to sell the CEO or COO on the benefits and then make sure that he/she mandate cooperation and integration within the other relevant departments.
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