As recently as just a few years ago, consumers had a limited set of research options when they were looking to make an informed product purchase. They may have done a Google search to learn where to buy the product or noticed an advertisement and visited a store to speak with a sales rep about it. For larger purchases, they might have picked up a copy of Consumer Reports or asked their circle of friends if any had made a similar purchase. As a result, the acquisition channels e-tailers turned to online were typically centered around a combination of search and display advertising."
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