British IAB, DMA to create "best practices" for search marketers

Two professional marketing associations in Britain want help creating the first ever best practices charter for search marketers. The British Interactive Advertising Bureau (IAB) and Direct Marketers Association (DMA), neither of which is associated with the US associations of the same names, expect to have a thorough list by the end of the year.

by Kristina Knight

"We hope to create a rigorous set of best practice principles that will set the standard for search marketing while being adaptable to change within the industry," said Robert Dirskovski, head of Interactive Media, DMA.

The first step is compliance. To be compliant with the initiative, search engine marketing companies must meet a few guidelines. First, there must be two employees dedicated to search marketing; companies must also have search engine accreditation and must have been trading for at least six months. Companies must also be members of the IAB UK or Europe, the DMA or Search Engine Marketing Professionals Organisation or the Association of Business to Business Agencies.

"This charter represents an important first step in the establishment of search marketing best practice in the UK," said Guy Phillipson, chief executive of the Internet Advertising Bureau.

Companies that comply with this initial phase can declare their compliance with an icon like the one above.

As more guidelines are released, there will be more best practices steps to become compliant and stay compliant with the charter.