©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.
Everyone’s doing “digital” now, and many surveys say that most advertisers will increase the majority of their digital budgets in 2011. But what is not so certain is whether the advertisers or their agencies will be deploying those dollars wisely and effectively across digital tactics. In fact, a recent compilation of studies shows that most marketers openly acknowledge their lack of understanding of many of the diverse digital tactics and seek to improve their knowledge. So it may be worthwhile to revisit some of the well-worn acronyms – SEO (search engine optimization), SEM (search engine marketing, aka “paid search”), SMO (social media optimization), and ROI (return on investment) – and get back to the basics of what they are, why they’re important, and how to do each correctly.