To support this idea, in a 2006 article entitled A Look at the New Marketing Landscape, a study conducted by GlobalSpec revealed that there is a potential increase in online marketing spending (n.p.). In U.S. industrial and manufacturing sectors alone, there were 56 percent of these communities who have already signalled their intention to do so, while 7 percent plan to reduce marketing spending (A Look at the New Marketing Landscape, n.p.). As such, in Lee Traupel's The New Marketing Landscape, he named some emerging marketing patterns used to advertise businesses online such as "opt-in email campaigns, webcasts, search engine optimization and marketing, as well as portal site media and newsletter sponsorships" (n.p.). The use of these patterns is necessary to maintain business success since there are tons of companies online, where a lot of them offer the same products and seek the same audience (Ezilon.com, 2006, n.p.).
Not all companies use the same marketing strategies though. Depending on their needs, businesses choose only those that are more appropriate to them. In the case of opt-in email campaigns, Dr Dave Chaffey asserts that its use has become ordinary for businesses because of its worldwide usage.