As digital marketing continues to evolve and purchase cycles becomes more complex, marketers struggle to find ways to get the maximum returns on investment. 2012 was no different, as social media and mobile became the mainstream digital channels while content continues to be the primary fuel for digital marketing. Adding to the complexity of the digital channel proliferation, buyers are becoming much more sophisticated. In a recent survey conducted by Forrester Research, 82 percent of the buyers researched online before making a purchase. This crucial data point is a huge eye opener for marketers who are still hesitant to invest in online marketing.