Danny Meadows Klue, Co-founder and CEO of IAB Europe

Danny Meadows Klue holds a major role in the development and growth of digital marketing and advertising. In this case study he talks about Search Engine Optimisation, Pay Per Click and Search Engine Marketing. He looks at the merits of natural search versus pay per click and explains why they are complementary and not alternatives. Danny's enthusiasm for Search is clear as he predicts dramatic growth rates across all media and identifies markets that are ripe for expansion.

As an advocate of web analytics, Danny says it's important to get it right. By using traditional direct marketing disciplines analytics can deliver precise customer data that will drive forward digital marketing. He says that most businesses now recognise that Search needs to be part of a marketing strategy not only to gain short term sales uplift but to acquire new and loyal customers. 'Search is the natural glue that links customer needs to data on the web.'

This second interview provides analysis of where we are, what we can use and where Search Engine Marketing is going.

This is a key VIP Briefing from Weboptimiser. Weboptimiser VIP Briefings seek to introduce thought leaders on internet advertising - including search - and all related subjects that are likely to change our future and fortunes.