MARKETING: Organic search is responsible for more than 85% of sales conversion, while paid search generates 15% -- and the spend against these two areas is much greater in the paid search space. So my bias on t (...)

What is the most surprising thing you have learned about digital marketing in the last few years?

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Organic search is responsible for more than 85% of sales conversion, while paid search generates 15% -- and the spend against these two areas is much greater in the paid search space. So my bias on this matter is that brands need to be spending much more money on robust content platforms than PPC.