There is still a disconnect between the C-suite and digital marketers. During SES San Jose this year, it was estimated that the average CEO spends 1.8 percent of their time on search.
Rebecca Lieb of Econsultancy says search marketers have to explain and, essentially, up-sell what search marketing is and prove that it has ROI. She calls the situation “ironic” since SEM is very measurable and actionable.
So, how can this barrier be broken down? Lieb believes there has to be a complete generational shift in management. Marketers need to continue to show the value digital marketing can bring with search specifically, and how it can enhance other media channels instead of replacing it.