According to a May 2008 study of US Marketers by Compete, most advertisers turn to online advertising to reach specific, targeted customer segments. Second to online media for this tactic is search engine marketing.
The study also found that only 39% of survey respondents currently think that segment-driven marketing is very important in their organization, but 84% believe that it will be more important three years from now.
Source: eMarketer Report, 2008
