Does In-house Search Engine Marketing Work?
A report by Jupiter Research suggests that there are some serious problems facing in-house SEM teams in Corporate America, and the most serious is that an amazingly large number of people conducting in-house SEM work share these duties with other job functions! These findings are a recipe for two really bad things. The first is employee burnout. The more hats these people have to wear, the more they’re likely to be experiencing burnout, which can cause all kinds of nasty things to afflict their companies, including loss of internal expertise, high retraining expenses, and low morale. The second is Search campaigns that under-perform because the people who run them don’t have the time, the focus, or the training to run them properly. Unfortunately, the findings reveal that there’s a deep disconnect between the top-level executives in Corporate America (who know or should know that having competency in Search marketing is becoming essential to achieving strategic business goals) and the
