Organic Marketing is Under-Invested Web Traffic is driven almost entirely by organic/earned media, yet nearly all of the investment in driving traffic to websites is through paid channels… This is an unsustainable dichotomy. Organic drives 90%+ of traffic (but garners only ~$5 billion of investment in 2011) Paid drives <10% of web traffic (but wins a whopping $31+ Billion of investment in 2011) Percent of W eb Traffic from Various Sources to the Average W ebsite