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Aidan, post: 121721 wrote:
John – surely if it’s marketing on a search engine then it qualifies as search engine marketing?:D
I would agree to a definition of “SE advertising” but not “SE marketing”. I know G has usurped the term and brainwashed us into accepting it. This is my pet peeve and it engenders the same reaction as the keyword meta tag does to Aidan.

The latest definition of marketing as specified by The American Marketing Association: “Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.”

Try these marketing syllabuses from:
UTS: http://datasearch.uts.edu.au/business/gsb/courses/details.cfm?spk_cd=C04067
Monash: http://monash.edu/pubs/handbooks/courses/0314.html

And yes, “advertising” is a very small component of “marketing” – so small that you probably won’t find it listed in a marketing syllabus. It’s probably buried under a unit with a name like “Marketing Communications”.

I would argue that buying sponsored links on a search engine is akin to the “media buying” function offered by advertising agencies.

Sorry for the pedantry troops but the rant makes me feel a lot better. :)