I just read an article by Mike Moran, the author of one of my favorite search engine marketing books, Search Engine Marketing, Inc. I had an opportunity to meet Mike after a speaking engagement a few years ago - his well organized, common sense approach to SEM has really shaped my thinking of the channel.

The article, titled “Economy Down and Google Up“, opened by pointing out Google’s recent revenue gains and moved on to a topic that is actually becoming very apparent in my own experiences lately. I’ve been working with a traditional broadcast media agency and can clearly see the shift in budgets to more performance-based interactive channels. I believe that it is a combination of multitudes of marketers finally “getting” interactive media and, as Mike’s article points out, the slowed economy which causes businesses to look for the most efficient means to reach their audience. I’m not one to complain.