• by Laurie Sullivan  @lauriesullivan, May 5, 2011

Now that marketers have reinvented marketing – what does the agency of the future look like? Technology and data will play a major role, according to Dave Tan, who heads search engine marketing (SEM) development at Google.

There's a ton of data marketers need to leverage. Marketers continue to move from unified and standard media consumption to fragmented, all leaving trails. That data trails will need technology to make sense of the numbers. Think of it as a digital platform, not a channel, Tan said.

Reaching these consumers by knowing what media to buy mean knowing how to use the data. One reason, impulse buys have been left in the past. Tan said 83% of shoppers decide what they want before they enter a store.

You'll have to read Friday's Search Marketing Daily blog to get the details.