NEW YORK Carat Interactive has appointed Ron Belanger vice president of search engine marketing.
In the newly created role, he will guide the strategic vision of the interactive shop's 10-person search-engine marketing practice, which handles paid placement, paid inclusion and search-engine optimization for clients like Hyatt Hotels. He will report to Carat Interactive evp, managing director Alan Osetek and will be based at the Boston headquarters.
Prior to joining Carat Interactive, he spent three years as vice president of account development at Maynard, Mass.-based Inceptor, where he led the consulting group responsible for developing search campaigns for clients such as Best Buy, Sun Microsystems and the NCR Corp. Before that, he worked for two years in the consulting arm of FairMarket, a Woburn, Mass.-based online auction and promotions platform.
"My perspective on search is that many verticals have yet to capitalize on the tremendous benefit of search marketing," said Belanger, 33. "In an era of spam and do-not-call lists, incorporating a comprehensive search marketing strategy allows our clients to ... enjoy historically low cost per leads."
According to a recent report sponsored by the Interactive Advertising Bureau, keyword search advertising represented 31 percent of the $1.66 billion in total online ad revenue for the second quarter, more than tripling its stake over the year-ago period [IQ Daily Briefing, Nov. 11].