Why Web design is an IT-marketing tug-of-war
The use of search engines as a tool to leverage Canadian businesses could certainly be higher, agreed the panelists at a discussion on the future of search engine marketing at the Massive Technology Show in Toronto on Wednesday.
Part of that problem is the lack of education around the benefits of search engine marketing, especially among the small and medium-sized businesses, said Martin Byrne, national director of search marketing with Yahoo! Canada.
That lack of understanding around the approach likely stems from not being able to parse the results and visualize the advantages. Another panelist, Chewy Trewhella, customer solutions engineer with Google Inc., said the company recently launched analysis tools to help businesses measure the return on investment, and in turn drive that much-needed understanding.
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