"The Marketing Accountability Imperative: Achieving Superior Returns on Marketing Investments" written by Michael Dunn and Chris Halsall explains how the world has become this way today advanced with all kinds of new innovative technology. Including the emerging middle class of other countries brings even more technology and a more competitive world. Due to this emerging middle class, the demand for your product increases uncontrollably, now you should not only advertise in the US but also in other emerging countries. Therefore the cost of advertising increases significantly and without such advertising your company could be almost forgotten overnight. Where and what your company invests in is crucial to the world of marketing. Knowing how to deliver information or products to people in a way that the consumer can actually recognize is crucial, most emails sent by companies with regular updates will be deleted or spammed. Each email sent will cost the company a small amount, but each wasted email will add up and by the end of the year a million dollars could be wasted due to deleted emails. This cost can be diverted in a few ways, including only sending emails to customers who have recently viewed your site or to people who are consistently on the site. Managing expenses with online marketing is very important. Joanna Lord presents some great ideas about where the future of marketing is going in her article “10 Online Marketing Predictions to Inform Your Strategy in 2014.” His first recommendations are all about “smart objects”, so he talks about smartphones, tablets, iPods and all types of Internet-compatible devices. “It sounds like jargon, I know. But, finally, paid and staffed...... middle of paper ......and they are online, they engage in social networks” Allen, Kevin. Viral Marketing 100 Secrets to Success: Secret Strategies, Buzz Marketing, and Interactive Marketing Tips and Tricks: 100 Simple Principles of Online Campaigns. [Brisbane]: Emereo, 2008. eBook Collection (EBSCOhost). Network. April 29, 2014. http://0-eds.a.ebscohost.com.ksclib.keene.edu/ehost/detail?sid=bf823f62-bafe- 471f-8f1f-a b8946e94f907%40sessionmgr4001&vid=1&hid=4102&bdata=JnNpdGU9ZWhvc 3Qtb Gl2ZSZzY29wZT1zaXRl #db=nlebk&AN=280104Lincoln, Susan Rice. Master Web 2.0: Transform your business using leading website and social media tools. London: Kogan Page, 2009. eBook Collection (EBSCOhost). Network. 29 April 2014. http://0-eds.b.ebscohost.com.ksclib.keene.edu/ehost/detail?sid=cb403d88-875e- 4efb-a27c- 9930455efe60%40sessionmgr110&vid=1&hid=104&bdata=JnNpdGU9ZWhvc3 Y29wZT1zaXRl # db=nlebk&AN=280324