Aaron Shear has seen a change in the way marketers at large companies spend money on media buys. Some have moved away from "hard-to-track media buys and television commercials" to more SEO-related projects and online campaigns. The problem is, some marketers don't realize many large agencies lack the experience to provide an accurate quote for SEO services. That puts the burden on marketers to know what to request in proposals, he writes.
Shear shares the type of information marketers should include in the RFP and how it should tie to revenue and traffic, such as training, time spent with the expert, and constant review of traffic trends. Many large companies will follow executive requests, he writes. While some are doable, others are "pipedreams."