Special Report: Search Engine Marketing

Challenges and Rewards of B-to-B SEM

In comparison to consumer catalogers, search engine marketing (SEM) for business-to-business (b-to-b) mailers requires a considerably more technical approach. But the rewards for effectively tackling those technical challenges can be worthwhile.

“B-to-b catalogers need to understand that SEM is not just a matter of managing SEM traffic around a shopping cart,” cautions Kevin Lee, CEO of New York-based search engine campaign management firm Did-it.com. “You have more customer disconnects [with b-to-b SEM].