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We Are Social - Advertising 2.0

Is search advertising?

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Andrew Walmsley on search:

This is marketing, and, moreover, it is advertising, in a pure, analytical and rather detail-obsessive way. To master it truly, we must understand how it creates value in the marketing and media mix, and where and how it influences users on their journey to being customers.

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Published Mar 17 2008, 09:08 AM by Robin Grant

Filed under: search

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by Paul Evans

March 17, 2008 11:40 AM

Andrew is bang on with his asessment. Anyone that labels search as just a directory service is off the mark. Search is one of the smartest ways that you can advertise to an audience that is actively looking and receptive to being communicated to. For FMCG brands, there is still a long way to go to understandning search, and how it can be integrated into the comms mix and be used to build equity, but this is the challenge, and I hope the marketing community embraces search rather than marginalises it.

by Mirek Polyniak

March 17, 2008 12:36 PM

Search is PULL not push advertising IMHO

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