Wow. It’s great that this issue is being raised. However, this is nothing new. Same story since the Web 1.0 days as this could have been written over 10 years ago…actually, I did in the Lilypad white paper!

The twist today is that too many so-called online “marketers” either protesth too much (like the effect of branding but want to pay like performance) AND/OR opt for the easy way out and fallback on search – a FUD mentality. The former is solved by better media-side negotiating and the latter by training and education.

It is called branding and it’s about way more than measuring clicks.