Posted by willcritchlow
This post is based on a talk I gave at our SearchLove conference in Boston last week. It ties quite closely with the post my colleague Ron Garrett wrote last week: Search Marketers Need to Evolve. You can probably tell we’ve been doing a lot of thinking about this.
When I gave this talk at SearchLove, I hoped that it would put in context why we bring such a range of speakers and topics together at our conferences and to inspire the attendees to go back to their companies and make real changes. I hope this post will do the same for you.
As digital marketers, our focus on analytics has served us well in driving direct, measurable sales. The dominant form of
brand marketing, however, has remained offline with TV taking the lion’s share of the budget and atten...