- ClickZ, Monday, December 8, 2008 1:30 PM
Put in place a solid reporting framework, revisit keyword lists to determine "must haves," and develop content tools to gain more inbound links. That's some of the advice Julie Batten provides to
marketers as it becomes increasingly important to stretch budgets in tough economic times.
While online has become the "measurable and cheap sister" to conventional marketing,
Batten reminds us it still takes optimization to get the best results from investments. She also suggests marketers "stop the love affair with Google" and sink some of the budget into other search
engines. "While Google has the highest market share, it also likely has the most advertisers vying for high placement," she writes. "More competition usually means higher cost."
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