Το Search Engine Marketing κερδίζει σταδιακά την αναγνώριση των μεγάλων επιχειρήσεων. Η δημιουργία υψηλόβαθμων διευθυντικών θέσεων με αντικείμενο την αξιοποίηση του Search Engine Marketing από επιχειρήσεις όπως οι New York Times και η Citi Bank αποτελεί σαφή απόδειξη ότι η προσέλκυση πελατών μέσα από τις μηχανές αναζήτησης παίζει πολύ σημαντικό ρόλο στην πορεία μιας επιχείρησης
Ποιες είναι όμως οι αρμοδιότητες, οι προκλήσεις και τα χαρακτηριστικά των ανθρώπων που στελεχώνουν τις θέσεις αυτές;
Τις απαντήσεις στα ερωτήματα αυτά δίνουν στο άρθρο με τίτλο «Your New Title: The VP of Search» οι Sean Smith , Abilash Patel και Marshall Simmonds οι οποίοι φέρουν τον τίτλο του Vice President of Search στις εταιρείες Citicards (μέλος του ομίλου CitiGroup), Passages Malibu (υψηλού επιπέδου κέντρο απεξάρτησης από τα φάρμακα και τον αλκοολισμό) και New York Times/Αbout.com αντίστοιχα.
Ορισμένα χαρακτηριστικά αποσπάσματα από το άρθρο αυτό είναι τα ακολουθα:
Citicards – Sean Smith
“Smith spends a good deal of time learning how to best leverage search over the long run. For Citi, understanding how search contributes to the lifetime value of a customer is as important as today’s average CPC.
The results have paid off. “Internet acquisitions surpassed direct mail at Citi last year,” said Smith. “Do you open that mail? The push is not effective.”
Passages Malibu – Abilash Patel
“He is responsible for paid search, paid inclusion, click fraud research, organic search, reputation management, link building, affiliate marketing, business development and distribution and viral marketing.
Patel feels strongly that link popularity and content generation must be executed in house, yet accedes that outsourcing other efforts can be more efficient.
Passages now earns 95% of its business from search and revenues have increased 354%. The firm has also uncovered significant click fraud, learned to better manage vendors and conducted a redesign.”
New York Times/Αbout.com – Marshall Simmonds
“The newsroom, however, is an uphill battle. A prime example is the evolution of headlines, which itself earned a dedicated New York Times article ‘This Boring Headline is Written for Google.’ For Simmonds, this means explaining consumer speak and search patterns on a daily basis. “It isn’t ‘A Marriage Made in Heaven’, but a ‘Treo 700,” he said. The newsroom doesn’t always take such advice kindly. “They will be damned if you will teach them how to write. They see the writing on the wall and they see where it is going,” he concluded.
And they most certainly should. The New York Times and about.com have experienced a significant increase in visitors from search. The former earns about 22% and the latter an impressive 80%.”
