Marketing Week - Click to Refresh

Joe Fernandez looks at how new media is an effective way for traditional brands to make themselves relevant to new and younger audiences - but only if companies avoid using it in the way they would old media. VCCP Search managing director Paul Mead talks about some of the issues facing brands in search during the current economic climate. \"The cost of competitive keywords continues to increase, and there is additional pressure on brand keywords since Google changed its trademark policy in May this year. The economic situation will also have an effect on search as a smaller pool of consumers goes through a longer, more in-depth purchase cycle in order to secure the right product at the best price.\"