Guri Eknes, Campaign Analyst, Keybroker Delivery Center
- What's your job about?
In essence my job is about making sure my clients are getting the most return on their advertising spend (ROAS) possible through the marketing channels we work with.
- What's the challenge?
The main challenge right now is the current financial situation, influencing both individuals’ and organisations’ buying behaviors. While search marketing is still growing people are now more careful when making decisions involving any kind of financial transaction.
- How do you handle the challenges?
When it comes to budget discussions with our clients for example, I try to emphasize the notion of viewing the budget as a sales budget and not a marketing budget. The point is that as long as I can deliver a positive ROI it is more risky to put a cap on the budget than to allow a push for even more volume.
- What do you feel is most interesting right now?
Different ways to use search marketing. Normally we use Search as a way to generate a pre-determined action. But more and more we are broadening the scope to address other issues such as PR, where the focus is getting a message out there rather than generating a specific immediate action.
