Agencies Get Search? Don’t Hold Your Breath

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Ad agencies and brand advertisers still don’t get search. So says Gord Hotchkiss in the ASK Enquiro blog. Why? Search is hard, for one thing. It's akin to skiing uphill. Hotchkiss says marketers will never hit a search home run with one inspired idea. “There is no golden concept. You just keep plugging away, tweaking keywords and pulling in prospects.” But that is what the agencies want. “Agencies and big advertisers are looking for that single perfect run down the mountain, with fresh powder and the sun shining. Search is more like cross country skiing up the mountain.”
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