The UK's Marketing Week magazine quoted me in their recent 'Search marketing' supplement - here's what they said:
It is also important to make sure that the brand message in both natural and paid for search listings is consistent with above-the-line marketing campaigns. The importance of integrating search with other marketing channels is something that search marketers are keen to get across to clients.
Andy Atkins-Krüger, managing director of search specialist Web Certain, says that search marketing fits well with more traditional forms of listings advertising such as business directories. "If you think about it from a traditional marketing perspective, search engines are providing an answer to a question, which is exactly what directories such as Yellow Pages do, " he adds.
A number of businesses spend thousands of pounds a year on directory advertising, but this spend is often seen as part of the offline budget and is completely isolated from other marketing activity.
Andy Atkins-Krüger suggests that listings, whether in print of online, should be looked at together since they are often closely linked. "I'm not saying that people should fundamentally change the way they spend their budget, but rather than think of it being either online or offline, look at directories as part of a bigger thing called search. People could take what they learn from Yellow Pages to Google and vice versa."