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e-Marketing for the IT Professional, Part 4: e-Marketing Requirements for Search Engine Marketing

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It's easy to mix up SEO (search engine optimization) and SEM (search engine marketing). For either one to be successful, though, your marketing staff will need help from IT.
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About This Series

The online channel should be planned, designed, and marketed by businesspeople—and built by the IT staff. (See "Is Your IT Staff Giving You the Business?") For this strategy to work, businesspeople and IT professionals must understand each other's needs. This eleven-part series is a step toward that goal. As a business professional, I hope to help the IT professional meet the challenges of e-marketing.

This fourth installment in the series deals with search engine marketing (SEM) and what your marketing staff must provide to your IT staff for you to submit to the pay-for-performance search engines.

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