Search Engine Marketing (SEM) is no longer a "nice to have" for businesses, but rather a "must have." This wasn't the case 10 years ago, when SEM got dumped into the "test budget" if there was any money left over after TV, radio, print, out-of-home, display, email, SEO, PR and sponsorships.
It turns out, however, that simply having room in the marketing budget does not mean that SEM is truly valued by C-level executives -- or often, even by the VP of Marketing.
Broadly speaking, I've found that there are two types of companies: companies where SEM is core to their business, and companie [...]
Related Topics: Channel: SEM | Paid Search Column