Get a Fix in the Mix

As hundreds of writers, commentators, pop figures, and bloggers will remind us steadily for the next several days, this is the season of the list.

What’s hot, what’s not, the next big thing, the last big thing, ad infinitum, etc., etc.

In that spirit, numbers are pouring in about the growth of search marketing. The dollars spent on search marketing are well into the billions, and there appears to be no slowing down. Some estimates have the market for search spending as high as $9 billion by 2007. All very encouraging.

On the other side of the fence though, there are those (too numerous to really pick just one) who argue that search, while a ‘sexy’ pick right now, isn’t the end all and be all future of marketing and advertising.

I couldn’t agree more.

Search marketing is obviously near and dear to my heart. My bread and butter. I’m happy to see and hear the other voices on this issue though. It’s a great reminder that search marketing is just a part of the overall marketing/messaging mix for companies.

And that’s the real strength of search marketing, and why I feel so strongly about it. I think that’s also the very reason that advertising, marketing, and PR agencies should embrace SEM. It’s another integral piece in an all encompassing strategy.

Done well, it not only supports a brand, but it can help lead to new opportunity every day. When ignored, search marketing, or in this case the lack of it, can undermine and even undo a brand.

We’re looking forward to tremendous growth in SEM for 2005. Even more exciting though, is that we’ll have even more opportunity to help companies make search a part of their strategy for the future of their own businesses.