SEARCH RULES! WIRED CO-FOUNDER JOHN BATTELLE INTERFACES WITH DMA06 ATTENDEES.DMA'06:

Today, approaches to effective marketing are evolving, and conversation is becoming just as important as conversion as an essential key to success. This was one of the main points made by John Battelle, co-founder of Wired magazine and best-selling author of The Search, in his keynote presentation on Wednesday. Battelle reminded DMA06 attendees of the old cumbersome DOS method in which the user had to employ a command language written for computer. Now this is no longer necessary, and users can search using natural language. "That is a huge shift," he said. "But still, when you press return, you get a list of results

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