Interesting question - Interactive/Search Marketing

So for the last few years, we have been running a PPC campaign, and not much else being that our department was lacking in leadership/planning. Now, we have a functioning department and we are trying to put together an 'integrated' marketing plan in which the PPC campaign is still present but more a part of a whole, versus the entire 'kit and kaboodle'. The problem is, we have a vendor telling upper management that " that more and more
companies are depending on pay-per-click". In the meantime, I swear that I have heard the opposite - that more and more companies are cutting their hard cash outlay while making a more 'smart' spend in a more strategic PPC plan.

I was wondering what everyone else thought about that. It seems counter-intuitive to put all your eggs in one basket, so to speak, no matter what the medium/method is.

Am I wrong? Am I just out of touch?

Tags: control, interactive, marketing, ponder, thoughts, to, vendor

2 Comments

Comment by Alphonse Hà on August 7, 2008 at 10:20am: I wouldn't know what is the trend with companies but I don't really care. PPC only based campaigns is not smart. It doesn't matter how many companies does it. PPC is a great tool but it can't be the all and end-all.

A strategic PPC plan is much smarter.

Comment by Erika Steiness on August 7, 2008 at 10:57am: Thanks for the input.

You actually bring up another good point - the "if everyone jumped off the bridge would you" question our parents asked when we were younger. If we followed that on a marketing level, and didn't pay attention to our particular market (in this case hospitality) and our target audience, everyone's budgets would be astronomical as we all try to 'keep up with the Jones'". And we would be wasting money hitting an audience where some to most don't care what we have to say.

Thanks again!