Given the domination of buzz-words such as search engine marketing and optimization (SEM/SEO), social media marketing and the like, marketers and digital advertising netizens need to go back to basics and view search from a fresh perspective.
"Many marketers are on auto-pilot mode and because search is big, they tend to park money on it. Also it is used inefficiently and as default, because they lack big budget for other mass media activities," said Bhasker Jaiswal, Managing Partner at OMD China.
That seems to be the major hint from OMD's Dive study, which sought to track search behaviours of 150...