Big Companies Can Make Design/SEM Work TooWriting by Nick Stamoulis on Saturday, 8 of December , 2007 at 11:27 am
You don’t have to attend some fancy schmancy PubCon to get some benefit out of it. An article in today’s WebProNews discusses Design/SEM from a speaking engagement with Melanie Mitchell of AOL. Here are the salient points of the discussion:
Big companies looking to establish an Design/SEM strategy need to build a teamMake the team accountableTrain the teamEstablish your company’s standards and stick to themProvide your team some toolsMeasure and track
I like the list. It illustrates that there is a difference in Design/SEM for large companies than for small businesses. A small business owner can just go and out and learn about it then do it. A large company has initiatives, goals, missions. Any effort online or off line - even Design - must conform to the company’s stated direction. That’s why an accountable team who has been trained and given the proper tools is desirable. Every team member can have an area of responsibility related to the overall Design/SEM mission. Then the team leader should report back to a department head. It’s typical organizational strategy.
The big challenge for big companies is maneuverability. The corporate bureaucracy can make things seem like they’re moving slow. But if you want to succeed online then you need to learn the tools of online business and massage them to fit your company’s mission and position in the marketplace.
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