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The Internet plays a vital role in the purchase decision process for virtually all product and service categories, regardless of whether the purchase transaction happens on a website, over the telephone or in a store or other physical location. The latest consumer survey in the world has helped identify and quantify the impact of various media and other influence factors on consumer`s purchase decision making process.

The primary point is clear: The Internet in its various forms of websites, search engines, advertising, email, and professional and consumer reviews is highly influential at every stage of the process, from first awareness to final decision making.

As Internet usage continues to become more pervasive in most countries across the world, so does the need for consumers to leverage the Internet to exchange opinions, educate one another and trade/purchase products and services in a variety of vertical industries. For several firms which sell obscure, esoteric, complex technology products - Search engine is their best bet to reach all their potential customers. This is not a surprise given the potential for SEM to drive substantial profit with minimal investment irrespective of the business model. SEM can positively influence success across all of these e-business types, touching virtually all stages of the customer lifecycle - from awareness, interest, consideration, and ultimately through to purchase.

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