At his speech at the iMedia Agency Summit, thought leader John Battelle said that search engines have changed the game in marketing. Instead of just establishing awareness, we can now focus more on helping the purchase process. This new approach is actually more dangerous because people will start to take our mistakes much more personally.

iMedia Connection: John Battelle on Web 2.0 & Google

"If I know the intent of an audience, then I can attach my marketing to the intent — which is a much more powerful place to attach. That’s why search took off. So intent drives content… you need to understand how to play in the world of intent in order to make sure you are found."