Quite a lot, according to this Business Week presentation on the Future of Marketing.

Online search matching television advertising at 15.2%, but not near as much as Online Brand marketing at 57.6%. Mobile marketing is also on the increase.

When asked to vote on the statement “appearing at the top of Google Search results is a more effective form of brand-building than a national TV campaign”, most advertisers disagree. (18% agree, 77% disagree).

Name the buzzword we all will be sick of hearing next year? “User Generated Content”….