'Search challenges traditional marketing models'

10th December 2007

Advertisers need to combine traditional marketing techniques with online searches in order to effectively communicate with consumers, one expert has suggested.

Reported by Chicago dBusiness News, Professor Don E Schultz opened the Search Engine Strategies Chicago conference with a talk on how conventional advertising techniques are challenged by search.

He explained that as the user has actively sought information on a product, therefore the power is in their hands, rather than the marketers.

In order for the advertising industry to evolve, advertisers must use established and new marketing tactics to create a more "holistic" industry, he continued.

"The search industry continues to grow by leaps and bounds but it needs to find ways to communicate with traditional marketing," commented Kevin Ryan, vice president of Global Content for Search Engine Strategies and Search Engine Watch.

Seth Godin, author of seven marketing books including Permission Marketing and Unleashing the Ideavirus, also spoke at the conference.