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Articles by Steve Baldwin

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A company called X+1 released a study last week¬†¬† that highlighted the pain felt by many buying keywords from Google and the other engines. Satisfaction with the performance of their companies’ SEM campaigns was egregiously poor: on a scale of 1 to 7, only 12% of respondents gave SEM a top-ranked 7, with 57% ranking […]

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Fellow search insider columnist Aaron Goldman and I have been batting at the RFP pinata for the past few weeks, because our view is that using RFPs to select SEM agencies clearly doesn’t work very well, either on the client or the agency side. Unfortunately, I am doubtful that our modest reforms to the procurement […]

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A CONSENSUS SEEMS TO BE emerging that the real marketing significance of social media may lie beyond the opportunity to display targeted media against individuals and groups. Instead, social media’s real power lies in its ability to function as a recommendation engine in which real people praise or pillory products. These opinions may be honest, […]

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