...amid all the information they know. And the simplest part of search marketing is perhaps the most important. Search marketing is direct marketing, pure and simple. And you need to approach it that way to succeed.

See, traditional brand marketers work with fluffy measurements such as brand awareness, which non-marketing types don't understand. Direct marketers, weaned on catalogs and "junk mail," project exactly what impact every marketing campaign should have on sales. Sales are understood by everyone. See my latest column in Revenue Magazine for more details on how to approach search marketing as direct marketing.

Del.icio.us

Digg

Reddit

Furl