Google and Bing have introduced the concept of real-time search, which will also show results from recent Twitter, Facebook and blog updates. Is this the way to go now?
Chief digital officer, North and South Asia, Starcom MediaVest Group
While positive conversations will help in enhancing brand equity, negative ones will accelerate the erosion as bad news travels fast. Finally, brands need to create a seamless strategy for digital with search and social at its core by getting rid of specialist silos within digital or within marketing.
President, Training.com, NIIT
The action has been shifting from publishers to user-generated social media content. If you're smart enough to worm your brand into digital conversations in real-time, you're likely to get picked up. Not in weeks or months, as is the case with new sites and search engine optimisation (SEO), but in minutes. But this doesn't mean that life is short for search engine marketing (SEM). It will take a while before everyone switches to real-time search by default. Also, things will be unpredictable in the short term.
Founder and chief executive officer, Pinstorm
Till a few years ago, all you had to optimise were text results. Today, a smart business will optimise results related to text, videos, images, twitter updates and blog entries - because the search engine results page consists of all of these.
I hope it will lead advertisers to increase their focus on social media platforms such as Twitter and Facebook. Advertisers will find that if they are not on Twitter, their customers and rivals already are - and that the conversation is already going on there. Many brands tend to think of things in the TV paradigm - 'run me a month-long campaign'. A social media campaign has to be 24 x 7 x 365.
Chief executive officer, 20:20 Social
As this behaviour is adopted by the mainstream, I expect profound repercussions for both brands and publishers. An important change is that search results will become both more dynamic and personalised - meaning that search engine marketing will begin to look more like social media marketing. Suddenly, the depth, duration and keyword density of your content will begin to matter less and the freshness, relevance and proximity of our conversations will begin to matter more.