Despite the faltering economy, search marketing is holding up well, as marketers focus on tools that promise the strongest return on investment. How long that will last is uncertain, but for now search ad budgets seem relatively sheltered from the global economic woes. "We believe that search is not immune to macroeconomic forces, but we also believe it will have the least relative decline of the various marketing tools," said Craig Macdonald, VP-marketing and product manage- merit with interactive marketing analytics company Covario Inc. Why? "I can tell you precisely the answer to that," Macdonald said. "There's less risk in spending money on search. It's very measurable and the cheapest form of lead acquisition out there."
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