B2B paid search will lose ground to better tactics, exec predicts

12/21/2012 | Forbes

Small- and medium-sized businesses' need for content marketing and consulting will enlarge digital marketing firms next year, writes Optify CEO Rob Eleveld as part of his predictions for 2013. E-mail and integrated marketing services will grow, but B2B paid search should continue to dwindle in the face of more efficient, cost-effective services. "We expect 2013 to be the year of integrated channel campaigns as marketers aspire to leverage cross-channel digital campaigns to deliver real-time results at a lower cost," Eleveld writes.

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