SearchForce Publishes Survey of Search Marketing’s Most Influential Academic Literature and Research

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Leading technology company sponsors Northwestern University survey of recent influential papers relevant to the search marketing industry – and posts the full library on its website.

Those of us who practice search marketing often don’t realize the wealth of relevant cutting-edge research that comes out of the academic community,” said SearchForce CEO Dean Donovan

SearchForce, the industry’s leading SEM and PPC bid optimization software company recently published a survey of the most impactful recent academic research on search marketing and other related topics.

Based on a study conducted by researchers at Northwestern University, the survey of research abstracts is now available on the SearchForce site, and covers papers across many disciplines, including statistics, marketing, and communications.

“Those of us who practice search marketing often don’t realize the wealth of relevant cutting-edge research that comes out of the academic community,” said SearchForce CEO Dean Donovan. “For example, the papers that quantify the asymmetric relationship between paid and organic search on conversion or the synergies between television and paid search advertising should interest us all.”

The study was performed by students and researchers from the Integrated Marketing Communications program at the Medill School of Journalism at Northwestern University. The research library can be found at http://www.searchforce.com/resources/library/

Screening for highly cited authors

Tom Collinger, an executive director of the Spiegel Digital and Database Research Initiative at Medill noted that the survey selected articles based on metrics that indicate the quality of the article itself or its author rather than by where it was published. “In a field like search marketing, you’ll often find that unpublished works such as conference papers, working papers, and other articles can be influential and important,” Tom noted.

All articles in the library were published within the last five years – and were either published in established marketing journals or were written by authors whose published works and citations met the criteria established for the survey.

“We felt it was important to sponsor this initiative because in many cases the academic community has rigorously analyzed issues that the search community struggles with every day. Why not take advantage of the insights that are already there?” Donovan said. “I’m exceptionally grateful to Tom Collinger, who coordinated this initiative and to Northwestern graduate student Kirby Garcia who worked with us closely to complete this study.”

About SearchForce
Since 2004, SearchForce has been a pioneer in delivering high performance search marketing tools. The company offers advertisers and agencies one online platform to effectively manage large-scale paid marketing campaigns across all search engines, including Google, Yahoo!, Bing, Facebook and more. In addition to bid optimization and campaign management, SearchForce offers cross channel attribution for a more accurate view on paths to conversion, plus a localized platform that supports multiple languages, time zones and currencies.

About the Northwestern University Integrated Marketing Communications Program
The Integrated Marketing Communications Program is part of the Medill School of Journalism, Media, Integrated Marketing Communications at Northwestern University. Its mission is to help students develop a sophisticated understanding of why and how consumers connect with brands in this technology-driven age. Students of the program learn how to leverage technologies and networks to connect consumers with brands through the channels that are most relevant and interesting to them; and they learn how to measure the results of their communications programs. For more information, email t-collinger(at)northwestern(dot)edu.

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Ashley Gregg
SearchForce
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