Search marketing fundamentally is a direct response mechanism, and ad agencies don’t get direct response. And that’s why books like Google’s ridonculous new-ish book about “ZMOT” – aka Zero Moment Of Truth – aka this brand new thing called… wait for it… the purchase decision – are going nowhere. The book basically aims to make brand advertisers into direct response afficionados.
Psst… Here’s a tip. The ad agencies don’t care. Here’s how ad agencies win awards that prove their value to clients.advertising