Why Social Media Really Matters

Customer Experience Matrix

Summary: marketing has shifted steadily over time from passive to active consumer engagement. Marketers need to master new skills at each stage; as they do, advertising budgets will shift to take advantage of the new medium's increased effectiveness. But I think the primary reason is that search serves as a gateway to other Internet activity—so marketers wishing to drive traffic to their own Web sites need search advertising to make this happen. search marketing.