Over the last two years, doctors, attorneys, and contractors (referred to as the “Big 3” in this article) have stepped up their movement away from some forms of traditional marketing and are now shifting into Internet marketing and lead generation. They are quickly learning the ins and outs of this new medium, including running aggressive SEO and PPC strategies in-house or through SEM agencies, as they bring more dollars online to drive advertising ROI and new lead generation. Those involved in SEM need to be aware of the new competitive playing field and the continued convergence into online by the Big 3. The market is competitive, and only aggressive, smart strategies will work.
As a search marketing professional, have you seen a shift in this demographic? In your opinion, what are some of the effects this shift my have on a more traditional advertising channels, like yellow pages?