Case Study: Evaluating And Assessing A Search Engine Marketing Strategy
Overview
- A leading hotel chain was interested in working with an objective firm to evaluate and assess its current search engine
marketing strategy and execution.
- Forrester leveraged its email marketing review methodology to assess the business process and end customer experience.
- This engagement provided a benchmark of the chain’s search marketing program but also identified tactical and strategic
opportunities to ensure success as the program grows and expands.
The Client's Challenge
Our hospitality client needed to evaluate and assess its search engine marketing (SEM) strategy objectively to develop a truly best-in-class approach. With increased pressure from executives and individual properties to improve results and a desire to expand the search marketing program, our client struggled to understand if internal resources, external partners, and tactical execution were optimized.
Forrester’s Solution
As an independent, objective third-party with a rigorous methodology and forecast models, Forrester delivered a tailored SEM assessment following three major steps:
- Business process review. Conducted an assessment of current SEM program across three categories: governance, process, and integration,
and provided a detailed scorecard
- Customer experience review and competitive assessment.
Conducted review of five keywords across five competitors and provided a detailed scorecard and competitive insight
- Recommendations
- Additional process documentation, automation tools, and vendors and resources that the client needed to scale.
- Leverage competitive best practices and provide additional internal education
- Prioritize search engine optimization based on our assessment and search forecast model
