Information about the present or future can provide search marketers with a competitive advantage. This is true not just for immediate competitive intelligence and the incremental power that a real-time campaign or bidding system can provide by analyzing data as it happens, but also for the understanding of trends that indicate where the search engines are going, which can help you plan at a macro level.Knowledge is the ultimate competitive advantage only if understood from an action-oriented perspective. All the information technologies and data cannot assure competitive advantage in the long-term, nor do decisions that are made - if made at all - drawing upon insights hidden in information and data. Only translating information and decisions into actionable value propositions can assure competitive advantage. Hence, in this perspective, knowledge lies in action: in effective utilization of data and information resources for actionable decisions and, most importantly, in execution. As elaborated earlier, business managers need to define and continuously refine their business value propositions to ensure that they are not marginalized by radical discontinuous change. Therefore, this knowledge management strategy and its execution with the aid of information, communication and collaboration technologies can provide a greater chance at being 'great' than is otherwise possible.
Aileen Grace Siguenza BSC-MA3
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