Google: an innovative, cutting edge tech company that encourages a casual work setting in the environmental friendly and trendy Googleplex.В  Procter & Gamble: the 2008 advertiser of the year that spends more than twice as much as the next advertiser on the list, has prospered since the 1800s, and only spends a tiny fraction of its ad budget online.В  These two companies recently initiated an employee-swap in an effort to learn from each other.В  So, what can we learn from them?

While the swap has been helpful for Google in terms of further educating their employees about marketing, it may be critical for P&G.В  Consumers ages 18 to 27 use the Internet 13 hours per week and only watch 10 hours of TV.В  Advertising on TV is still huge (look no further than the price of Superbowl ads), but P&G seems to understand that the future is online.В  Online searches for the word “coupon” have increased 50 percent in the past year, indicating that consumers are flocking to the Internet more frequently than ever.

Internet viewers are more active than passive TV viewers and thus are tougher to reach.В  It takes expertise to efficiently navigate the waters of online advertising.В  P&G understood that and went to Google for insight.В  Your business can look to Search Concepts with confidence for solutions to its online advertising needs.