Robert J. Murray

Results for this tactic hinge on matching objectives to the sector's unique business model By Robert J. Murray B-to-B? B-to-C? or B-to-B-to-C? Whatever the industry, one thing is clear: Search marketing has become an important and powerful tool for marketers today. It's a tool that, when wielded effectively, can dramatically improve your organization's business results. But search marketing is not a one-size-fits-allmedium. To produce optimal results, it must be customized to meet a marketer's specific business objectives and function within the organization's unique business model. The goals of a B-to-B marketing initiative, for example, often differ greatly from those of a B-to-C

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