SEMDirector Publishes SEM Maturity Model to Help Fortune 500® Maximize Effectiveness
of Search Engine Marketing
Search Marketing Automation Software Company Releases Roadmap for Fortune 500® Marketers to Maximize the Potential of Search Engine Marketing
Date: 09/05/2006
SAN DIEGO, CA. — SEMDirector, Inc., the leading provider of enterprise search marketing software, today announced the release of its SEM Maturity Model, a unique methodology designed to take global enterprise search engine marketing to the next level of efficiency and return on investment. The SEMDirector™ SEM Maturity Model, outlined in the newly released white paper, “Refining Best Practices for Search Marketing Automation Campaigns” was developed by industry thought leaders, Russ Mann and Dema Zlotin. The SEM Maturity Model is designed to help chief marketing officers and corporate search marketing managers assess their organization’s current capabilities and build the infrastructure necessary to ultimately make search engine marketing a highly measurable and profit-driving aspect of their global campaign management. The white paper is available free for download.
“Our SEM Maturity Model takes a holistic look at the challenges and opportunities facing global, distributed enterprises as they work to institutionalize search engine marketing and clearly define the path to greater visibility and results,” explained Russ Mann, chief executive officer of SEMDirector, Inc. “The SEM Maturity Model is based on our extensive experience as well as the massive amounts of campaign data our software currently analyzes for SEMDirector’s Fortune 500 clients.”
Once dominated by e-commerce marketers and mid-market companies, online marketing is now being defined by large Fortune 500® global brand enterprises. These organizations face an entirely unique set of challenges in maximizing their marketing efforts across hundreds of sites managed in multiple geographies, languages and across multiple sales channels.
“Even though many marketers have come late to the game, large marketers are quickly adopting sophisticated measurement tools to determine the value of search marketing campaigns,” stated Sapna Satagopan, Research Analyst of JupiterResearch.
By understanding each of the evolutionary stages defined in the SEM Maturity Model and how enterprises are able to transition from one stage to the next, Fortune 500® and Global 2000 organizations can build a roadmap to improve the effectiveness of their Search Engine Marketing programs, maximize the full potential of the medium and optimize their SEM investment. The five stages of the SEM Maturity Model are:
Chaos – In the Chaos Stage, the organization is beginning to engage in search engine marketing, but doing so in a highly uncoordinated way, with actions divorced from planned or intended outcomes.
Reactive – In the Reactive Stage, the enterprise has built some process to connect current keyword spending to click-through results, gaining greater situational awareness of both organic (natural) and paid search advertising and their rankings compared to competitors.
Organizational Alignment – In the Organizational Alignment Stage, the enterprise coordinates campaign goals and SEM execution (paid and organic) across the various geographies, product lines and business unit.
Proactive – In the Proactive Stage, the enterprise begins to focus on campaign profitability, as measured by the value of a click (VPC) versus the cost of a click (CPC).
Strategic – In the Strategic Stage, the organization has evolved to focus on the integration of SEM with other on-line and off-line campaigns run by the organization and its channel partners.
“Using our SEM Maturity Model as a guide, we’ve seen our global customers evolve very quickly through the stages to reach maximum efficiency in record time,” said Mann. “To us, it’s all about building the right tools, hiring the right people and then ensuring you stay on top of your analytics and metrics to continue increasing ROI.”
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About SEMDirector
SEMDirector, Inc. is the leader in quantitative enterprise search engine marketing solutions. The SEMDirector software portfolio provides global organizations with robust Enterprise Search Engine Marketing (ESEM) solutions for paid search campaign management and organic search engine optimization across the enterprise and throughout the channel. With SEMDirector, complex, distributed organizations can control brand integrity, ensure budget transparency and deliver quantifiable results across business units, distribution partners and local languages.
Headquartered in San Diego, SEMDirector’s growing customer list includes some of the world’s best known brands in high tech manufacturing, electronics, media & publishing and consumer product goods. For more information on the SEMDirector portfolio of solutions, call 619.326.6600.
About SEMDirector Products
SEMDirector has updated its product line with new branding, effective January, 2007. The following changes have been made to its product suite: SEMDirector Paid Insight (formerly SEMDirector Enterprise & SEMDirector Value), SEMDirector Organic Insight (formerly SEMDirecto Organic), SEMDirector Competitive Insight (formerly SEMDirector Shelfspace), SEMDirector Channel Insight (formerly SEMDirector Channel).