Kern Schireson argues Google search captures demand rather than actually creating it.
Kern Schireson · The new art and science of marketing (w/ Known’s Ross Martin and Kern Schireson) | Masters of Scale · Aug 1, 2025 · at 28:56
Kern Schireson, co-founder of marketing agency Known, discusses why brands over-allocate advertising budget to search marketing versus top-of-funnel brand building.
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“A lot of people put a lot of money into Google search for a long time, believing that's how they were acquiring customers. But the question that they were typing into the search box in the first place got created somewhere else.”
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