- Forrester Councils
- Councils Overview
- log in
Posted by Shar VanBoskirk on April 20, 2011
I had breakfast yesterday with John Nicoletti, head of agency operations, and Dave Tan, head of SEM development for Google. They manage Google's relationships with search marketing agencies — updating them on what Google is working on and supporting the paid search business they manage with on behalf of marketers.
We chatted a bit about the findings from my recent Search Marketing Agency Wave, and John and Dave shared with me trends and differentiators they observe from their work with agencies. Here are our collective observations:
John and Dave pointed out — and I agree — that the features and functionality of search management technologies are universally very similar. The value to the marketer comes in how these tools are used to improve their overall performance and visibility.