Paid search, website design and management, and search engine optimization eat the lion's share of online marketing budgets, making up more than 7 in 10 digital advertising dollars according to a MarketingSherpa report. Social media is gaining strength at 12%, effectively tying content marketing. "Organizations advertising in this arena need to bear in mind that social media users are focused on social interactions, unlike searchers who are seeking relevant information to a query. For this reason, social media ads may work better when they do not attempt to drive traffic off the social media platform, but instead aim to attract and engage fans," writes Kaci Bower.

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