Chris Costello

Chris Costello is director of marketing research at Kenshoo. Reach him at

Heather Fletcher is senior content editor with Target Marketing.

The holidays drove intense competition among marketers and the victorious ad types foreshadowed what will be popular this year, says Kenshoo. Marketers sought efficiency in paid search and social advertisements, the company says.

Where should I spend my next marketing dollar? Marketers have sought to answer this question for years, with approaches ranging from the highly technical to throwing a dart at a dartboard. Paid search ad spending is no different.

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