February 24, 2006 Comments
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MediaPost Publications had an interesting article yesterday titled "Verklin: Search Crucial To Marketing" that talks about the shift toward search as a totally integrated component of marketing campaigns. David Verklin, CEO Carat Americas and chairman of Asia Pacific delivered a talk earlier this week at a Yahoo! sponsored event where he outlined the need for marketing and advertising firms to embrace search as part of their long-term strategies.
From the article:
"Search will become ubiquitous," Verklin said, adding that the concept of "search" already had moved beyond the notion of searching the Web: Tivo, he said, is "a search engine for television," while GPS is a form of search for cars.
"Search is becoming the behavior of choice," he said. "Our job as advertisers," he added, "is to put our clients' products in the path of search behavior."
Verklin also proposed to the audience of about 100 advertising executives that they employ a so-called "Web first" strategy, centered around using search engines to send consumers to a client's Web site as a first stop.
Among his points, the need for companies to purchase keyword ads related to their television commercials, especially if the company doesn't already have a strong organic search presence. With major companies like Pontiac and Mazda starting to take this advice, but many big players still missing the boat, it will be interesting to see how search continues to grow among the more traditional marketing and advertising firms.
Jennifer Laycock is the Editor of Search Engine Guide, an educational web site aimed at translating the search marketing world into something that small business owners can understand. Jennifer specializes in common sense search engine marketing, viral marketing and customer outreach via social media and blogs. A former search marketing consultant and in-house trainer, Jennifer’s clients have included companies like Verizon, American Greetings and Highlights for Children. Her primary clients now are a little girl named Elnora and a little boy named Emmitt.
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