Real-World Education for Modern Marketers

Join Over 600,000 Marketing Professionals

Start here!
Text:  A A
N E X T

Deciphering the Vendor Mating Call

June 15, 2009  

"Finding a good search engine marketing vendor is a bit like finding a compatible mate," writes Katie Deatsch in a recent Internet Retailer article. To be successful, marketers "first need to know what they want, and second, need to make sure their choice can provide it," she says. After establishing your goals, follow Deatsch's advice, below, for deciphering vendor mating calls and vetting your options.

Choose the right problem-solver. Don't fall into the trap of going with a vendor merely because it says it has experience in your industry or vertical, Deatsch advises. Too narrow a focus could actually produce strategies a bit too similar to those of your competitors. It's more important that the company have experience solving the problems you face, she says.

Choose a firm focused on delivering profitable sales, not just volume. "One way to do this is to establish a contract up front with a vendor that clearly spells out short- and long-term goals, expectations and success metrics," says Deatsch.

Get it all in writing. "[Companies] need to make clear their expectations and put them in writing before signing on the bottom line," Deatsch reminds us.


→ end article preview
Read the Full Article

Membership is required to access this how-to marketing article ... don't worry though, it's FREE!

Take the first step (it's free).

Already a registered user? Sign in now.

Loading...

Rate this  

Overall rating

  • Not rated yet.
MarketingProfs uses single
sign-on with Facebook, Twitter, Google and others to make subscribing and signing in easier for you. That's it, and nothing more! Rest assured that MarketingProfs: Your data is secure with MarketingProfs SocialSafe!