Branding a primary goal of SEM

In a surprising finding, the SEMPO study found that the majority of search marketers (62%) said branding was the primary objective of search marketing campaigns.

Despite these self-reported goals, fewer than 24% track or measure branding impact.

Search Engine Watch

If one of the primary goals is brand impact, I'd have thought it would make sense to track your results. I guess more peopole need BrandTracker than I realized.

With the growing amount of consumer generated media in the search engines, tracking online reputation and brand impact should be high on a company's list of priorities.