Can Big Brands Benefit from Search Marketing?

Can big companies like Walmart, Burger King and Victoria’s Secret benefit from search marketing? This question arose during a conversation in reference to an SEM proposal I was working on for a very well-known company who everyone has heard of. The company advertises via traditional media, such as TV and print, and they dominate the market share in their particular vertical. “So why,” my colleague asked me, “should they even bother with search?” Good question.
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