We completely agree with this - Consumers are turning to #socialmedia when they experience a problem. Data suggests that your company's ability to manage customers service via social can turn complaints into future revenue.
By 2015, more than a fourth of the total advertising market will be done online, with search marketing or pay-per-click advertising playing a major role in how products and services are marketed in this arena. Surveys indicate that up to 91% of marketing experts believe paid search marketing as an effective lead generation tool next only to SEO, and can be more effective than social media, email marketing or even traditional print advertising.
Why Marketing to College Millennials Pays Off (Infographic)