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SEM
 1



 



 
 
 
 
 
 
 
 


 
 
 
 
 
 
 


MDMK


09


SEM

SEM
strategy
for
my
last
company:
McCann‐Erickson
 08/06/09


 
 
 
 
 
 



 
 
 


 
 
 
 
 
 
 
 
Elena
Ibáñez
Viñes


Elena
Ibáñez
MDMK’09
 
 
 Introduction
 The
Search
Engine
Marketing
is
critical
for
any
company
that
ambitious
to
have
a
relevant
positioning
in
the
on
world,
and
this
becomes
even
more
important
when
 we
talk
about
a
service
company.
 
 Since
 I’m
 not
 currently
 working,
 I
 will
 focus
 my
 analysis
 on
 the
 last
 company
 I
 worked
for:
McCann
‐Erickson,
a
big
multinational
Advertising
Agency
that
offers
to
the
clients
a
360º
integrated
vision
of
communication.
 
 Reasons
to
build
up
a
SEM
strategy
 I
will
try
first
to
detail
the
reasons
why
should
a
company
like
McCann
have
a
SEM
strategy.
The
first
one
and
more
important
is
that
any
client
who
searches
for
an
 advertising
agency
for
its
next
campaign
will
look
at
the
results
of
a
Search
Engine,
 just
 to
 be
 aware
 of
 the
 offer
 and
 get
 some
 information
about
 the
 agencies:
 last
 campaigns,
current
clients,
awards…
 
 But
also,
a
SEM
strategy
is
important
to
McCann
for
another
reasons:
 ‐ ‐ ‐Credibility
and
reinforce:
for
the
current
clients
it
is
relevant
to
see
how
 important
is
their
agency
and
why
it’s
worth
to
pay
such
money.
 Priority
to
the
local
issue:
it
is
important
that
people
find
McCann
Spain
 before
McCann
London
or
McCann
NY
(as
it
happens
now).
Reduce
 cannibalism:
 in
 a
 multidisciplinary
 communication
 agency
 as
 McCann,
it
is
easy
to
find
another
agencies
from
the
McCann
Group
just
on
top
of
McCann
Erickson
(as
it
happens
now
with
Universal
McCann,
 the
media
agency)
 ‐ 
 In
conclusion,
there
are
several
reasons
to
have
a
good
plan
on
SEM,
and
all
of
them
target
 to
just
one
point:
INCREASE
BUSINESS.
 
 
 Prescription:
 in
 a
 business
 like
 this,
it
 is
 important
 to
 be
 connected
 to
 the
“stake
holders”
of
the
profession,
trough
links…




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