What Can Search Tell Us About the Future of Marketing?
Amen brother! This piece does a great job of explaining exactly how the search advertising model is changing the way advertising will be bought and sold.
Here is the shock for the old school ad people: You now have to be accountable for the ad dollars that are spent! You can't justify an ad buy just by saying how many people may or may not have seen an ad at a given time.
The time has come to justify marketing dollars and search is only the beginning.