Google Ain’t “World’s Greatest All-purpose Advertising Machine”
06.08.2006
“Rather, it has created the world’s greatest yellow pages directory. There is a big difference,” says Tacoda CEO Dave Morgan in his latest MediaPost column.
“Search is intent-based, just like yellow pages. It is used to generate leads. It focuses on creating immediate and measurable effects. Clicks are like phone calls. National print display advertising is media-based or audience-based. It is about creating or influencing brand and product perceptions. It focuses on creating longer-term–and harder to measure–effects. Clicks are not like creating warm, fuzzy feelings about driving a Jeep up a mountain.”
Previously: ChasNote 6/1/06.
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