Miva executives Chrysi Philalithes, vice president of global marketing and communications, and David MCCarthy, vice president of advertising and business development. People are searching not only for brand terms, but also for news associated with a brand,Ӕ Ms. Philalithes said. Marketers can use the stories to their advantage.Ӕ

To fend off negative news, harness the immediacy of PPC, as it is more reactive than SEO, Ms. Philalithes said. ԓIts great because you are communicating with the customer on their terms. They are keying in what they are looking for.

With a positive news story, launching a PPC campaign to highlight impressive news is a good idea, too, she said.

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