the big questions for search marketing

Adam Epstein, president and chief operating officer, adMarketplace, says the big questions for search marketers, as search behaviors and data become more and more diverse, are: "How are we going to approach a world of fractured user intent? How are we going to aggregate that user intent?" Epstein says marketing has to be performance data driven to understand intent across different search channels and integrate this into an effective marketing. Robin Simkins, general manager of Zenya, emphasizes the need to grasp the differences between search behaviors on different devices, adding "some people prioritize reach over relevance, [but] that will never scale."

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