It is not enough to acknowledge change. We are living in sink-or-swim times where learning to swim requires a deep understanding of what has changed, as well as a tactical plan for succeeding in the new environment.
Many media buying marketers are devising strategies (for better of worse) that leverage the social nature of the Internet. Much to my surprise, it appears that many paid search engine marketers are not as quick to embrace the conversation as fellow marketers operating in other interactive channels. The abundance of irrelevant and untimely paid search results makes it apparent that many search marketers rely heavily on automated tools to control much of their search processes. While many of the automated tools on the market provide the search marketer with tremendous value, it is apparent (when analyzing a paid search results page) that these tools leave some marketers in a complacent state.
The result is that media buying marketers are missing many opportunities and leaving money on the table. This complacent nature can be dangerous. Search is a conversation, and conversations require two parties; a keyword (the query) and either paid or natural results (the answer). If a marketer does not learn to actively listen to consumer questions in real-time, she will inevitably be left out of many conversations.
source: adotas