About This Series
The online channel should be planned, designed, and marketed by businesspeopleand 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.