SEM is one of the fastest-changing areas in digital marketing today. Columnist Scott Rayden lays out what CMOs need to know about this dynamic arena.
Any good account manager knows that the world of search engine marketing (SEM) changes so quickly — with betas and trends and bugs and new releases popping up every week — that maintaining account performance is tough to balance with keeping up with what’s new.
Well, zoom up a couple of levels, and it’s a similar story for chief marketing officers. Today’s SEM landscape is vastly different than it was even a year ago — its place in the industry, its interaction with other channels, its inter-platform capabilities, and its engagement across devices have all been evolving at a fairly dizzying pace of late…
