Mapping search engine marketing

The Internet creates opportunities for firms to leverage information technology to expand markets, increase efficiencies and raise profits. Users benefit through expanding their global search capacity for information and experiences. However, rapid expansion and increased complexity have created difficulties for both firms and users. Furthermore, the effectiveness of unsolicited banner ads and emails is decreasing. Users and business rely on search engines as navigation aids which have given rise to the ?search engine marketing? (SEM) industry; this industry in North America spent US$9.4 billion in 2006. SEM is a relatively new phenomenon and thus the literature is in its infancy. This paper synthesises industry practice and academic literature to schematically map the dimensions of SEM, which will benefit both academics and practitioners in the development of integrated promotions strategies.