Unleashing the potential of 'total' search

The Drum Network meets iCrossing's head of search, Mark Williams, to discover more on his ‘Total’ approach to Search in advance of a Breakfast Briefing event next week...
What is 'Total Search'?
Total Search is a holistic approach to search marketing, which considers SEO and PPC as a single channel.
Why is this important?
We live in C2B world, where consumers lead and brands follow, and the brands that succeed are those that take a channel-agnostic, customer-centric approach to marke