Getting more from your PPC strategy with less funds and resources will become a priority in 2009. Steve encapsulates a recent study released by Marketing Sherpa that suggests only social network marketing and email marketing will become a larger part of digital marketing plans moving into 2009. Brands will somewhat phase out paid search marketing, or PPC, display advertising, mobile marketing, and other forms of digital advertising.
Steve suggests trial and error may continue to support campaign performance and efficiency, but there will be less room for error. "Strategies will need to be more targeted to reduce wasted spend," he writes. "If brand awareness was previously at the forefront, it may take a back seat to ROI moving forward."