Today’s Saturday Interview in the New Yorks Times was with Google CEO Eric Schmidt.
One of Schmidt’s answers was simple yet profound:
“We have a product that is more measurable, more targetable, and we are the innovator in the space. At some point, people need to sell products, and at some point they realize that the best advertising is measurable advertising, and they conclude that we do that.”
Businesses who haven’t yet concluded measurable advertising is better than unmeasured advertising fall into three categories.
They are:
1. Layman
2. Laggards
3. Luddites
In a future post, I will describe my experiences explaining search advertising to each type.
Search Marketing Communications 