Marketers who are juggling a thousand ideas, trying to stay up-to-the-second and split their time in a hundred ways, should perhaps calm down and step back. Two well-known and -liked individuals in the search and marketing space recently talked to WebProNews about dealing with real-time search and different types of marketing.

Vanessa Fox, the cofounder of Jane and Robot and founder of Nine by Blue, and Avinash Kaushik, Google’s analytics evangelist and the cofounder of Market Motive, spoke to Mike McDonald at SMX West in Santa Clara. Kaushik addressed the real-time issue by saying that real-time results just represent an evolution of search.

Fox then hinted that marketers don’t need to worry too much about using real-time search to promote themselves, adding, “It’s really more useful to see ‘what are people talking about right now that’s relevant to me, and where do I need to go?’ I think it’s less useful right now in terms of getting out there because the real-time stuff is scrolling [in Google's search results].”

As for worrying about one type of marketing versus another, Kaushik said, “We’re increasingly just becoming marketers. . . . These mediums are kind of melting together, and increasingly companies are realizing that having just a search strategy is a very bad thing to do. Having only a TV strategy is perhaps a bad thing to do. So we’re starting to create more integrated channels and integrated views on finding our customers.”

Fox agreed, “If you keep everything siloed, you don’t share your data, and you just don’t have the insight into your audience that you need.”