In the movie The Godfather, Michael Corleone shares the following line with his brother when planning to avenge their father’s assassination attempt, “It’s not personal, Sonny. It’s strictly business.” In stark contrast, the business world of marketing and advertising is becoming very personal. As noted in a February 2016 CMO Council whitepaper, personalization has become a universal mandate for many marketers; and engaging consumers in a true, real-time, one-to-one manner is the ultimate goal of long-term marketing efforts.
Every day, consumers are evolving. They are growing wiser and seeking information in faster, more convenient ways. Our purpose as search marketers is to put that information at consumers’ fingertips. As a natural reaction to this, the world of paid search has become a wave of continuous change and we owe it to our clients to ride ahead of it.
Written by: Mel Jones, Nick Lynch and Cat Collis
In November of 2014, Mozilla Firefox and Yahoo partnered in an attempt to overthrow the search empire, Google. Soon after, Yahoo and Bing announced their split, with Yahoo’s new attempt to restart their own search offering, now called Gemini.