Howard Blumenthal

Sure, you have programs for search engine marketing (SEM), e-mail and affiliate marketing. But how extensively have you plotted out your overall strategy? A key to your success involves a closely integrated program that involves all forms of online advertising. Following are some strategies revealed. Gordon Hotchkiss, president/CEO of search engine marketing firm Enquiro, noted in his presentation during the Annual Catalog Conference in Orlando last week several key factors to managing a viable SEM program. He discussed two primary kinds of searches: Mapping searches are when consumers search by subject; transporter searches are when consumers search by company names or URLs. Be prepared for both,