To many online marketers, search seems like the ultimate direct response medium. It allows them to reach people who are actively shopping for a product or service, and marketers rightly believe that if they successfully engage people at this point in the process, they are one step closer to closing the sale.
The Logic of Search: Has it Clicked Yet?
Search is the 800-pound gorilla of online marketing. It received 40 percent of the $ 16.9 billion spent online in the United States in 2006, dwarfing the 22 percent allotted to display advertising. Few...