I’m definitely taking a hard edge on purpose here, partly because it helps attract a discussion, but partly because I don’t think reporters, agencies or clients are questioning enough. I do wish they had shared their candidness with the rest of us on the issue of paid/organic synergy.

Now let’s work on that “moving cases” study!

I think paid and organic search is going to be proven very important for CPG. GOOG and others represent the new shelf space and we need to defend our brands presence there. As far as usefulness, I’m thinking that having my brand there at the exact moment a consumer indicates relevant interest is pretty useful for both the consumer and my brand. Jury is out on search’s effect on moving cases for CPG but I have some ideas about how to prove that…..