7 Habits of Highly Effective Advertising (SE Land)

Gord Hotckiss penned an interesting article that appeared in Search Engine Land, in which he dissects some of the reasons why search marketing continues to weather the economic melt-down. He discusses seven habits unique to search marketing that make it more resilient (i.e. effective) than other mediums during times like these (summarized here for your laziness):

1. Search captures demand: able to harvest demand, created by other channelse
2. Search is category agnostic: effective in mapping objective with intent, whether motivated by gain or preventing loss
3. Search is democratic: big and small advertisers play on the same field
4. Search is proactive/interactive: search demand equates to user demand/intent
5. Search gets our attention: we are accustomed and used to the process of searching
6. Search is ubiqutous/focused: everyone does it and increasingly so in the future
7. Search is friction-free: very few barriers to entry/maintenance

He also argues, correctly in my view, that companies abandoning their search campaigns either weren't doing it efficiently in the first place or were already going out of business to begin with.