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Given its speed, lower costs and powerful targeting abilities, the online world
represents a highly cost-effective media platform for reaching customers and
potential customers. Marketers are taking advantage of these opportunities to
expand their business, devoting a steadily growing portion of their budgets to
online marketing initiatives.
In a survey1
of marketing executives, eMarketer finds that while offline media
spends, including newspapers, magazines, television and radio, steadily decrease,
Internet marketing spends are increasing 20 to 30 percent each year. The fastest
growing segment of those online marketing dollars goes to paid search marketing.
In fact, between 2001 and 2012, spending on...
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