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When participants in a recent DST Digital Summit were asked whether they used paid search tactics, the majority said “no.” They felt they were getting more from search engine optimization than search engine marketing. The ubiquity of ad-blocking software and the growing tendency of users to ignore interruption marketing has led 82% of Americans to ignore online ads. But one-third of firms represented at the roundtable are using SEM, in which their investment in a data-driven and integrated marketing automation approach lets them leverage to generate more qualified leads.