Medium Blue Internet Marketing White Paper Sample

Establishing Long-Term Success with Hard Data

This takes us to another area especially important to businesses where long-term relationships are crucial to long-term success. In a down economy, people cut marketing budgets (including the crucial, but often overlooked online marketing efforts performed by their search engine marketing company), leaving a prime opportunity for you to use pull marketing tactics to gain market share while your competitors are left trying to "ride out the storm." As previously mentioned, fewer of your competitors will be paying for ongoing SEO efforts or even allotting revenue for PPC campaigns, which opens up more potential search engine real estate for your company in the organic and PPC arenas and, quite possibly, lowers your per-click cost in PPC.

With push marketing, it's difficult to attribute a direct ROI correlation. It can be tried – companies will use vanity phone numbers or URLs on a variety of different online advertisements or offline flyers, but nothing compares to the ROI metrics that can be provided by your search engine marketing company. Frankly, you can get as granular as you want with data – how much a lead costs, the exact amount of revenue generated by individual campaigns. The bottom line is that it's hard to argue with this data, and while many marketing pros are understandably in job preservation mode, it's obviously valuable to be able to point to undeniable metrics that demonstrate success.