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Battelle - On The Link Between Search and Branding: customers = marketers?

battellemedia.com — "First, they are noticing that when they run brand advertising both online and off, searches for their brands increase. Second, they are noticing that when searches for their brands increase, sales (or at least valuable, measureable leads) follow. And they certainly want searches for their brands to increase. But [...] they don't control...."

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  • jonschreiber, on 11/13/2007, -0/+0how will brand and search advertising merge? And how to you _measure_ it?

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