It’s the easiest way to engage directly with your audience. Search is the place where people give the strongest signals about what they want and the interests they have at the moment of making a search. You’re not pushing information to them, they’re asking for it. In this marketing the customer also goes through different stages (why wouldn’t he?!) of the buying cycle, this is where your strategy needs to be adapted accordingly to every step of this cycle. Because even if the user tells you what he wants, this doesn’t mean he’s ready to buy your product or service. It’s up to you to be as complete as you can.