People who know how to do offline marketing are often mystified by how to get started with search marketing. They know how to think about their market segments in terms of demographics, so they know which magazines to buy ads in and which industry trade shows to attend. But search seems somehow different, because there are no demographics to latch on to. When I talk to them, things often become clearer when I explain that search keywords are their search market segments.

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Here are several excerpts from an excellent article, Not your typical marketing campaign: the next wave of technology-driven marketing:

In a world overrun with marketing messages, the next wave of marketing technology will cut through the clutter, building automated marketing campaigns that address customers’ wants and needs individually. The result: greater customer intimacy, improved loyalty, and higher revenues.

Moving quickly will gain real competitive advantage for organizations that start planning for the future, according to a new report by Booz & Company.

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