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SEM Company Evolves To Meet Market Demands

Staff Writer
Published: 2004-11-08

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IMPAQT announced its evolving business model to meet increasing market demands. IMPAQT's comprehensive offering will now include campaign consulting, search management tools, custom application development and proprietary research, enabling IMPAQT to offer clients solutions at all points of online search initiatives.

According to JupiterResearch's Semiannual Search Engine Marketing Survey, published October 6, 2004, "As search engine marketing (SEM) becomes increasingly complex and advertisers' return on investment decreases, marketers must cultivate sophistication to remain successful. Currently, only one-quarter of search marketers use sophisticated SEM tactics." In the report, JupiterResearch defines sophisticated SEM companies as those offering intelligence in both bid strategies and measurement techniques.

With the rapid advancement of paid search, and recent innovations such as contextual, mobile and local search added to the mix, many companies are struggling to keep up with the sophisticated advancements and marketing opportunities that the search industry is providing.

IMPAQT's flexible business model benefits customers with complex search data needs, offering them customizable search management programs in alignment with their overall marketing and business objectives. Unlike many traditional SEM firms, IMPAQT offers clients a fully-trained staff, experienced in custom application development, data integration and IT consulting, in addition to market research and campaign management expertise. IMPAQT's scientific approach to search engine marketing services is backed by four main areas of practice:

- Campaign Consulting - Includes a variety of campaign management, strategy and tactics for highly specialized search initiatives, including geo-location, local search, behavioral targeting, conversion tracking and A/B testing.

- Search Management Tools - Features proprietary ExstoNet decision support system, BidWise bid management system and IMPAQT-IQ business development system.

- Custom Application Development - Provides customized systems, including integration of online/offline data, decision support systems, bid management systems, custom data acquisition and reporting/analysis applications.

- Proprietary Research - Includes specialized market assessments, keyword analysis, emerging markets, market testing, current data analysis and local search audits.

Axion Data Services, a full-service data entry and forms processing service bureau serving a national market, has the longest-standing relationship with IMPAQT as the company's first client, relying upon its expert SEM services for special search needs. "We initially selected IMPAQT because of the stellar services they provide," said Alan Bandell, president at Axion. "It is evident that the company is consistently one step ahead of the game, anticipating the next trends within search, which ultimately helps us stay on top of our industry."

"IMPAQT has always been committed to providing our customers with the best tools and services possible," asserted Richard Hagerty, CEO, IMPAQT. "In order to keep our clients on top in the online world, we have prepared ourselves to serve what we believe will be a much more complex market - one much more demanding of the firms that help them pursue and manage search opportunities. In a proactive look towards the future, we have consistently staffed, trained and developed our resources in preparation for this shift towards data- intensive search which will also involve integration with existing online and offline data stores."

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