Most Search Engine Marketers are Unsophisticated
February 8, 2005
In the latest article to come from Search Engine Watch guest writer Greg Jarboe reports on the fact that the majority of search engine marketers are not up to par with the current needs of a good SEO/SEM campaign.
According to JupiterResearch three quarters of search marketers are currently using unsophisticated search engine marketing (SEM) tactics. This can range from not spending enough money per quarter or per year to cutting back funds after initial work has been done.
As a search engine marketer I've seen a trend of unhealthy under selling that leads large firms to believe that they don't have to spend large amounts for a healthy campaign. All to often these undersellers have full time sales men that suck in companies or marketers and guarantee success through a turnkey one time process. 2 or 3 years ago this type of campaign worked quite well, but as compitition is growing and internet usage is at an all time high more and more businesses are turning to the web to make money.
There have been many reports on setting a sophisticated budget. For example Market Vantage reports that an entry budget to cover minimal submission can be $1,200. According to Scevak at Jupitermedia, "66% of sophisticates spent $25,000 or more in the past 12 months and 44% spent more than $100,000. In contrast, 64% of unsophisticates spent less than $25,000 in the past 12 months and 48% spent less that $10,000. This includes per-click fees, agency fees, and tool fees."
It is my belief that a healthy campaign needs to be priced correctly from the start. Considering all the facts of competition and branding as well as costs for pay per click marketing and organic search engine placement that will ensure longevity in the search engines.
Full search engine watch article.
According to JupiterResearch three quarters of search marketers are currently using unsophisticated search engine marketing (SEM) tactics. This can range from not spending enough money per quarter or per year to cutting back funds after initial work has been done.
As a search engine marketer I've seen a trend of unhealthy under selling that leads large firms to believe that they don't have to spend large amounts for a healthy campaign. All to often these undersellers have full time sales men that suck in companies or marketers and guarantee success through a turnkey one time process. 2 or 3 years ago this type of campaign worked quite well, but as compitition is growing and internet usage is at an all time high more and more businesses are turning to the web to make money.
There have been many reports on setting a sophisticated budget. For example Market Vantage reports that an entry budget to cover minimal submission can be $1,200. According to Scevak at Jupitermedia, "66% of sophisticates spent $25,000 or more in the past 12 months and 44% spent more than $100,000. In contrast, 64% of unsophisticates spent less than $25,000 in the past 12 months and 48% spent less that $10,000. This includes per-click fees, agency fees, and tool fees."
It is my belief that a healthy campaign needs to be priced correctly from the start. Considering all the facts of competition and branding as well as costs for pay per click marketing and organic search engine placement that will ensure longevity in the search engines.
Full search engine watch article.
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