Search engine marketing, both paid and natural varieties, is an ever-changing landscape. Not in the least, because as more people go online to search out solutions for their challenges, marketers are shifting ad dollars to better their products’ and services’ chances of being found and purchased. According to the 2007 State of the Market survey developed by the Search Engine Marketing Professional Organization (SEMPO), spending on SEM in North America is projected to reach $25.2 billion by 2011; this follows a banner year in 2007, during which the North American SEM industry grew more than 20 percent to hit $12.2 billion in spending. Because

Effective Rep Selection The success of outbound telemarketing always has depended on the skills of the teleservices representative (TSR) placing the calls. With the do-not-call list hanging over direct marketers’ heads, now more than ever strong TSRs are vital to outbound programs. To ensure your program gets quality representation, teleservices experts advise you to pay close attention to the following aspects of your call center’s hiring, training and monitoring practices when conducting an RFP process. Hiring • What percentage of TSR applicants does the agency hire? If it hires 85 percent of the candidates who walk through the door, it probably is not focused

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