The future of search

This article argues that as the way people use search changes, so must marketers change too - moving from a simple direct response approach to using search for brand building.

The future of search

Matthew MaltbyGoogle

Search can be used to identify emerging trends and to react to those trends by reaching out to potential customers – right ad, right person, right place, right time. The brand marketers who can grasp and use search will be there for their customers' and potential customers' moments of need, building brand love and driving sales.

This article is from the 50th anniversary issue of Admap, which looks ahead to the future of brand communications.All Admap articles are available exclusively on Warc.

Three years ago, a new hairstyle emerged on...

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