Yahoo's record earnings and Google's IPO announcement are hot financial stories, but they also herald an important trend that is changing the way marketers think about the interactive channel. Search Engine Marketing, also known as SEM or Search, is one of the fastest-growing e-marketing strategies today.
Advertisers both large and small are seeing impressive results from Search. How can pharmaceutical marketers navigate this medium to take advantage of what is rapidly becoming the most efficient way to drive action on their Web sites?
The author covers SEM techniques such as Paid Search, Paid Inclusion, and Natural Search, and suggests that to stay ahead, companies must develop sophisticated content strategies to win the war of visibility.