• by Joe Mandese  @mp_joemandese, May 8, 2009

That was Clickable marketing chief and Online Spin columnist Max Kalehoff’s insight during this morning’s “Beyond Search” panel. Clearly, Griffin and Clickable have both grown beyond search. Maybe the whole industry should, or is.

“Our foundation is in search, but that is not our destination,” Kalehoff explained, adding, “We are actually the first company to build on the new Google API, which included images and local.”

“Our goal is to be in line with the advertiser to maximize the profitability. Sort of holding the keys to their storefront. The applicable point is that search is the foundation. All the other marketing inputs are brought into that, into a centralized database.”

Ah, I see. In other words, Clickable is a state-of-the-art marketing services enabler, and is simply utilizing superior technology to enable that. Or in Max’s words, making it simpler. Kind of like the “Apple for AdWords.”