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I think your intention to think long term is very smart. PPC is short lived and leaves very little traffic after the payments are gone. I would focus on a long term strategy that includes some serious social bookmarking as well as twitter campaings, facebook likes and google + likes. This will give you excellent visibility on search engines and you will get higher quality traffic which means better sales.
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"Mobile is critical — Google has finally noted that more than half of searches are conducted on mobile, and this will only go up as computing becomes even more ubiquitous," Noah Jessop, head of data for Liquid PCH, told Marketing Dive earlier this year. "The shift to mobile is only going to increase — and unprepared marketers will be left trying to catch up."