This blog post was originally posted on marketingfacts.nl by our colleague Sylvia Vroklage
Marketing management is a budget allocation game, where the ROI is the highest priority. In other words, where the added value for the consumer is greatest. E-commerce players have always been strongly involved with direct response channels, Search Engine Advertising (SEA) first and foremost. However, online marketers do not escape the laws of supply and demand from diminishing returns. With the increasing competition in the market, the question is: Should we change the rules of the game?