The Future of Search Marketing

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Search marketing is a strange animal. Already almost a "legacy" channel, search nevertheless is morphing before our very eyes, says Shar VanBoskirk. The VP-principal analyst at Forrester Research says changes will force search marketers to think more like business planners than like channel managers. Tactically speaking, this means thinking about search marketing as not just SEM and SEO but as an umbrella term that applies to using any targeted media to help an advertiser “get found.”
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