Placement on Search Engines Part of Long-Term Branding Strategies

One Internet marketing expert, Cory Chiarello, says that even though Internet advertising is more commonly thought of as a short-term marketing vehicle, more businesses are seeing long-term benefits from paying for placement on the top search engines.

In a book just released, Search Engine Advertising, Buying Your Way to the Top to Increase Sales (New Riders Publishing 2004), Seda writes that while companies very often track immediate sales to justify advertising expenditures, creating brand awareness is a growing secondary goal for advertisers.

"According to research from The Conference Board,' Seda writes, "60 executives from major U.S firms cited search engine listings as their top Internet tool for enhancing their companies' brands.'

"It's interesting to note,' Cory says, "that search engine listings fall behind only print ads as a brand-building tool used by U.S. companies.'

Cory believes that search engine positioning should be a requirement for companies doing traditional marketing too. "Search engines act as brand builders as well as shopping tour guides,' says Seda. "They lead interested consumers right to your doorstep.'

Cory Chiarello is president and CEO of BWM Buy Wise marketing, an Internet marketing and advertising company. He offers a free search engine newsletter at www.buywisemarketing.com

CONTACT: Cory at e-mail protected from spam bots

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