B-to-B SEM: How Are You Really Performing?
The leading-edge folks also go on to “rebalance” their marketing spends based on the cost to acquire a new customer through the various channels. As they get better at SEM, they often see their costs to acquire customers being less than paid online or any offline mail activities, so they’re constantly adjusting their marketing mix.
By the way, it’s not always an “either/or” decision between online and offline prospecting. The smartest marketers among us are finding ways to combine and target market segments to produce results where the combined expenditure produces exponential results.
So, the question is, how’s your performance in online acquisition through SEM? Do you know? Do you have the kind of detailed analysis that allows you to make the adjustments you may need to make? What are your online acquisition results through SEM?
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Terence Jukes is president of Ability Commerce, a 140-person firm that designs, builds and runs e-commerce and related marketing programs for catalog companies. He can be reached at