Retailers shift their ad spending from TV, radio and print ads to digital ads.
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In a relatively short time, search has become the leading form of online marketing. And it seems likely to stay that way. “In the second half of last year, there was a lot of talk that search would disappear, that people knew the brand they wanted and arrived at web sites that way,” says Inceptor’s Koehrer. “But it just hasn’t happened that way. More people are arriving by search and the reason is simple-it works.”