By Colin Jeavons, Vertical Search Works, New York City

As more brides-to-be and wedding planners flock online to make purchasing decisions, wedding industry professionals need a robust digital marketing strategy. Online marketing campaigns must generate awareness via impressions, entice wedding-focused consumers with compelling messaging and imagery, and ultimately, drive purchase intent.  The challenge many wedding marketers face is affordability. Which online platforms offer marketers, both large and small, the biggest bang for their buck? Paid search platforms, when combined with advanced targeting abilities, offer affordable precision that, over time, can help influence other elements of the marketing mix, becoming something every wedding professional should be including in their marketing plan.

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