Search Marketers Must Become Expert Generalists

Search marketers have had to become "expert generalists" during the past year, as social infiltrates search results and content and real-time bidding techniques become more important. Art Markman explains the importance of knowledge and finding the commonalities between topics -- in the case of online marketing, the commonality between media and how to use techniques successfully in display advertising to support search, for example. Becoming an "expert generalist" allows marketers to create new experiences and more successful techniques.

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Tags: rtb, search
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