Search Marketer Performance Study
iProspect along with Jupiter just released a study on how closely companies are tying search marketing metrics to the performance of their search marketers (here – via Online Marketing Blog).
It is interesting to see how most companies still use an old time-tested non-working reward system. Indeed, just like many companies used to measure and reward direct marketers by the number of leads they brought in – instead of the actual business – most search engine marketers are rewarding their people on traffic metrics and search results ranking – instead of actual business results. And of course, most live in a vacuum – not being measured or rewarded for cross-channel results (e.g., if you buy something offline based on a search-based research campaign online).
I bet you that most of those companies also focus primarily on direct marketing – forgetting the importance of trying to influence the influencers in getting the word out.
[Technorati Tags: search engine marketing search marketing]
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