Yi He, assistant professor of marketing (Photo: Yi He)
Most Internet users don’t want to remember a website URL. Eighty-five to 90 percent of people are guided to websites by search engines, such as Google. California Smart Business magazine interviewed Yi He, assistant professor, Department of Marketing & Entrepreneurship, College of Business and Economics at California State University, East Bay, on why small companies are turning to search engine marketing (SEM).
“For smaller companies, in the past, there was no way to compete in the conventional media with big companies. Now, they can differentiate themselves using SEM, just by spending their advertising dollars in a relatively cautious manner,” said He.
Princeton Review has rated Cal State East Bay as one of the country's "Best Business Schools" for seven consecutive years.