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A new Internet Retailer article underscores the fact that e-commerce executives are willing to invest cash in paid advertising (pay-per-click), but they're not thrilled about the time it takes or the skills they need to pull off a program.
PPC and search engine optimization, the two foundations of search engine marketing, aren't that difficult to do if you understand basic tactics and have an appreciation for marketing fundamentals.
Even though both marketing opportunities have been around for years (SEO much longer), they seem to perplex marketers at every level. With so much potential, you either need to learn enough to grow in this arena or find funding for an expert.
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