According to the following article, about 77% of luxury advertisers are expected to increase their investments in online marketing in 2012:
https://www.marketingprofs.com/charts/2012/8806/luxury-brands-boosting-online-marketing-spend#ixzz28gVdyP98
In addition, Manta's Small Business Survey found that 78% of surveyed online small business achieved at least 25% of their new business leads via online and social channels in 2012.
Read more:
https://www.marketingprofs.com/charts/2012/8966/9-in-10-online-small-businesses-network-online-8-in-10-gain-new-business#ixzz28gWpw1hh
What do you think of the effectiveness of online marketing? How could the firms use online marketing channels to gain competitive advantages?
Please include references.