Microsoft: There's more to life than search
InternetNews | at | by Mike
A quick glance at the empire that Google built by selling small text ads alongside search results is all the proof you need to know there's a pile of money in search.
But could it be that advertisers give search a little more credit than it deserves? In a presentation here at the Interactive Advertising Bureau's Mixx conference, Microsoft's Young-Bean Song told an audience of online marketers that search is really just the tip of the iceberg. According to Song, who oversees analytics at the company's Atlas Institute, a buyer's online purchasing decision represents the influence of every exposure they have had with a brand, not merely the ad that they clicked on immediately before making their purchase.