Summary
Search spending will soar with 80% growth in the next five years as marketers use search marketing to alter their customers' buying decisions. In 2012, Forrester expects search investment in Europe to top €8.1 billion, up from today's spend of €4.5 billion. As it does today, paid search will capture by far the largest share of investment. Marketers will continue to like performance-based media buying. Over the next five years, as broadband and eCommerce expand, search marketing investment will double in 12 of the 17 European countries tracked.
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