As a result of the trying economy, online businesses are becoming increasingly concerned with optimizing their paid search campaigns. Careful examination of pre and post click data and making cuts when necessary has become the order of the day.
Beyond that, businesses are desperately trying to understand where their actual point of value is, whether it is online or offline. Omniture's Chris Zaharias discussed some of these trends. Smart marketers are beginning to realize online and offline should not necessarily be viewed as separately as they have in the past.