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If a marketer doesn’t track results, do they still count?

Posted on | March 8, 2010 | No Comments

According to industry analyst firm AMR International business-to-business (B2B) online advertising is just one of the areas that will start to climb out of the recession-driven trough it has been in.  But while AMR’s B2B online marketing report reaffirms what others are saying about growing investments in various marketing channels, it, also, identifies a large descrepancy between how B2B marketers rate the effectiveness of paid search results.  Apparently marketers who measure results rate the effectiveness of their online search ad campaigns higher than those who don’t.

Which got me to thinking:  if marketers who don’t measure results think their ads don’t count, then why are they still buying search ads?  More importantly, shouldn’t this raise red flags for SEO services vendors?  I’d be beating a door to my clients with reports in hand to help validate the effectiveness of their campaigns. 

You can read more on the report in the 4 March 2010 article called, “B2B Online Marketers Focus on Lead Gen,” on  Here’s a copy of a chart from eMarketer’s site  illustrating the broad differences between marketers who measure paid search results and those who don’t. 

Would love to hear your thoughts on this…

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