Search is currently the biggest digital marketing investment for businesses, but the gap is closing. With display ads (videos, rich media, banners, etc.) set to overtake search this year, those looking to gain a competitive advantage online should start looking beyond search and towards personalization.

It has been increasingly difficult to get value out of search. Google’s shift towards large, content-driven search results makes search a huge investment of time and labor. Search will always be an important way to attract new business, but it’s now becoming more important to convert the visitors that you do get at a higher rate. This is where personalization is becoming the rising trend.

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