Many of us are still looking at the Web through a narrow perspective of search. If we think in terms of what search is -- not as it exists online, but what motivates it, how it can be answered, and what happens when it truly is delivered -- there may be an answer on where the industry is headed and how to be successful in it. In today's SEM Crossfire column, "We're All Convertibles, And It's Time to Take the Top Down!," Frank Watson and Chris Boggs discuss the future of search marketing accountability.
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