This is a guest post by Cedric Chambaz, EMEA Marketing Lead of Microsoft Advertising.
For several years now, an increasing number of small businesses have reaped the rewards of investing in search marketing as a way of reaching their target audience and delivering to them exactly what they seek. The obvious benefits – better targeting, clearer return on investment (ROI), cost efficiencies and others – are clear to many business owners, and as search continues to grow in popularity, the results only become more compelling.
However, while the benefits mentioned above are soon felt by those embarking on their first search campaigns, if you look past them there are also some more hidden rewards which SMBs might not at first connect with search marketing. Search is much more than just a lead generator; it can be turned into an incredibly powerful business intelligence tool, extending into parts of the business such as PR, product development, sales, merchandising and broader business strategy. All it takes is for marketers to think a little bit outside the (search) box… (more…)