Modern optimized marketing goes well beyond the search engine, writes Lee Odden. It's now properly seen as part of a holistic, customer-centric approach that incorporates a customer's life cycle, not just a sales funnel, and integrates content to meet broader business objectives. "The evolution of customer centric content marketing and [its] intersection with social media and optimization represents the kind of online marketing that companies are really sinking their teeth into in 2012 and beyond," he writes.

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