Tough economic times mean companies may need to re-evaluate how they do business – and for many that means shrinking budgets.
Kevin Lee of ClickZ asked a number of experts speaking at next week’s Search Engine Strategies conference in Chicago, how marketers can get appropriate search budgets even if the overall marketing budgets are shrinking.
Lee says most of the people he spoke with agreed that the key is educating marketers on the importance of being ready to reap the benefits of the final stage of the buying cycle. Once demand has been created, the marketer just needs to have a relevant offer to put into the search engine results page.
Sage Lewis, president of SageRock.com, said marketers should take a well-rounded approach, saying his war chant is "communicate, communicate, communicate."
A number of the speakers focused on ROI, with fellow ClickZ columnist P.J. Fusco saying marketers should be able to secure a search marketing budget if they are armed with return on investment data.
Lee also said that the speakers couldn’t come to a consensus on what sessions they wanted to attend at the Search Engine Strategies conference, running next Monday through Friday, which he attributes to the fact that so much diverse and desirable content will be there.
