This research makes it clear that it's very important for your brand to have a strong presence in the search engines, ensuring that you're in front of your target audience. However, there's still a big decision to make - whether to use SEO(Search Engine Optimization, or naturally ranking high in the organic results) orPPC(Pay-Per-Click ads, the Sponsored Links and purchased ads on a Google search) to get in front of your target?
Done correctly, both can get you on the front page of the search engines for targeted terms and in front of your desired audience. However, each has its respective benefits and costs. SEOmoz, a great SEO resource, recently published anarticleby the team atenquisite quantifying the effectiveness of SEO vs. PPC.