Its no surprise that online advertising is eating away market share from the traditional media channels like newspaper, radio, and even television. The demand for more accountability in advertising spend is driving this change. As companies understand how web analytics capabilities (from a Google Analytics or an Omniture for instance) can enhance their return measurements on online advertising, it becomes an easier and easier decision to move budgets online. This shift is inevitable and it is a competitive imperative for companies of all sizes to figure out how to take advantage of this shift. Search Engine Marketing is still the most accountable and targeted advertising method online to a niche audience and we expect a continued increase in search marketing spending across every line of business in the marketplace in 2008.

Contact Search-Werks for optimization ideas and experience in online budget allocations.