Research: Fear Explains Irrational B2B Purchase Behavior
Jan 4, 2010 at 7:33pm ET by Chris Elwell
Here's a common experience for anyone who sells products and services to businesses. A prospect is moving toward becoming a customer, and then inexplicably becomes unresponsive. Why?
B2B buying is not a rational process. That straightforward yet profound conclusion makes reading The BuyerSphere Project by Search Engine Land Just Behave columnist Gord Hotchkiss worthwhile. Other findings from the research multiply the return on time invested.
The BuyerShere Project concludes that B2B buying is a decision process driven by the emotions of the people involved. Fear is the principal emotio [...]
Filed in: Bookshelf
A Roundup Of 2009’s Best Search Advertising Books
Dec 3, 2009 at 3:42pm ET by Chris Sherman
The world of paid search has evolved from "all you need is five minutes and a credit card" to a complex ecosystem with lots of moving parts that and obstacles that can cause serious damage for the unwary. Here's a look at some of the best paid search books published in the past year.
A roundup of 2009's best search advertising books
Search Engine Advertising: Buying Your Way to the Top to Increase Sales (2nd edition)
by Kevin Lee, with Catherine Seda
New Riders, $34.99
ISBN-10: 0-321-49599-3
This was one of the first books about search advertising ever published, making its debut [...]
Filed in: Bookshelf, How To: PPC
A Roundup Of 2009’s Best SEO Books
Dec 1, 2009 at 3:57pm ET by Chris Sherman
Time was when someone asked me to recommend a good book on search marketing, there were only a few available—Search Engine Visibility, by Shari Thurow, Winning Results with Google AdWords, by Andrew Goodman, Search Engine Marketing, Inc., by Mike Moran and Bill Hunt, and a few others. These books have mostly stood up to the test of time (and all have been relatively recently updated with second editions), but search marketing techniques and tactics change quickly, so it's always good to be on the lookout for new publications.
This year we've seen a significant increase in the number o [...]
Filed in: Bookshelf, How To: SEO
Want Solid SEM Benchmarks? This Report Has Them By The Boatload
Jul 31, 2009 at 1:38pm ET by Chris Sherman
Each year, Marketing Sherpa compiles an exhaustive look at the state of search marketing. Each year, these reports grow more comprehensive, reflecting the continuous change and evolution of our industry as it grows up. This year's report is no exception.
The Marketing Sherpa 2009-10 Search Marketing Benchmark Report is 213 pages, and is divided into five major sections, including:
The business of search. There's been a lot of talk about how search marketing budgets have been affected by the tumultuous economy, and this section of the report offers some interesting data on what's really g [...]
Filed in: Bookshelf, SEM Industry: Stats
How To Make Your Web Site Really Pay Off
Mar 19, 2009 at 8:00am ET by Chris Sherman
Most books on search marketing focus on either the technical aspects of SEO or paid search, or on how to adapt traditional marketing strategies to the web. Web Design For ROI, by Lance Loveday and Sandra Niehaus, is unique in its sharp focus on making your web site accomplish what should be its primary goal: conversion.
Conversion can mean many things, depending on the purpose of your web site. Conversion can mean getting people to buy, getting leads to provide contact information, recruiting subscribers for an email list—even getting site visitors to spend more time on your site and [...]
Filed in: Bookshelf
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