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WebsiteBiz Founder Shares Perspective on Search Engine Optimization in Bank Systems & Technology Magazine
CHARLOTTE - Eric Dudley, founder and president of Internet marketing agency WebsiteBiz was featured in the May 2006 issue of Bank Systems & Technology magazine, where he shared his unique perspective on search engine optimization. The question and answer format of the article highlighted Dudley's views together with those of experts from Jupiter Research, AvenueA/Razorfish and Keynote Systems.
"Sophisticated marketers within financial institutions now view the Internet channel as a viable way to acquire new incremental accounts that are profitable and, in many cases, exceed the investment return of more-traditional channels," said Dudley. "Utilizing best practices, banks can optimize the relationship of a keyword click cost to the profitable acquisition of a new account, whether it is a credit card, mortgage or checking account."
When asked how banks can measure the performance on online initiatives, Dudley responded, "It certainly depends on the marketing objectives and type of campaign. For example, performance of a search marketing acquisition-oriented campaign typically includes a cost-per-account or cost-per-lead metric. Some marketers that are just launching their search marketing initiatives may use a cost-per-visitor metric in conjunction with a click through rate. At the end of the day, the value of a visitor is only as good as the number of visitors that accept an offer, apply for an account and are approved."
Dudley also addressed the issue of rising keyword prices and click fraud. "Keyword prices will continue to rise until the point that marketers determine the cost outweighs the return. Some marketers may spend irrationally on search when they don't have conversion tracking in place and don't understand bottomline results. As marketers become more sophisticated and employ best practices, competitive techniques will begin to level the playing field. Returns and profitability will drive business decisions."
Founded in 1997, WebsiteBiz helps companies acquire new customers, enhance customer relationships and build brand awareness through search engine marketing, online media buying, email marketing, Web site effectiveness and performance analytics.
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