Search is certainly now the dominant component of the online marketing mix, but the majority of companies’ total marketing budgets and the attention of the CMO are still offline. But search undoubtedly deserves significant and immediate attention. Why? Because the old, traditional marketing paradigms don’t address search behavior-and so are inconsistent with how many consumers are researching and purchasing products and services today.
Bullets to consider:
Customers use search engines to research products 41% of the time, TV 9%, print ads 10%
B2C companies surveyed indicated website leads were 62% more profitable than other media
Direct Mail’s cost-per-lead is $10, while search averages $0.29