• December 8, 2011

Bing and Yahoo are enabling search marketers to target audiences (and "personas") according to Russ Mann, co-founder and CEO of Covario, at the MediaPost Search Summit. George Popstefanov, founder of PMGSearch, added that marketers should identify both primary and secondary measurement goals, in recognition of the fact that search marketing and social media data are increasingly overlapping and interconnected. Search marketing results will probably be the primary measurement goal, but search marketers have to be aware of (and competent to measure) impacts of search on social media and vice versa. --Erik Sass