Some of this may be due to the fact that it’s much easier to buy search advertising (think Google AdWords ) than other types of online ads. database marketing, or, more poetically, narrowcasting. This is about direct contact with segmented groups of customers. In the mass media world, the relationship barely exists: customers use the product and, hopefully, like it enough to buy it again. At most they ask for service if there’s a problem. Search marketing reaches a new level of engagement because customers can interact directly with the company Web site.