The first thing that this survey reveals is the popularity of social media marketing. It was used by 97.9% of businesses that responded to this survey, making it the most popular advertising option by far. Companies can use this channel to generate awareness for brands, as well as find leads that can help them boost their revenues in the future. Website referrals and useful analytics round off the package, and they can explain the high level of popularity that this marketing channel is continuing to see.
The second most popular option was email marketing because of the fact that this is the sort of thing that could potentially end up sending marketing and consumer engagement content directly to their inboxes. It was preferred by 72.3% of businesses all in all. Email users are constantly on the rise, so it should come as no surprise that email marketing is a top priority for brands who are trying to boost awareness and gain some much needed loyalty from their customer base.
With all of that having been said and now out of the way, it is important to note that content marketing is also a mainstay for 41.4% of the brands and companies that responded to this survey. This includes both written and visual content, and combining this approach with social media can give it a greater level of reach than might have been the case otherwise.
Another important fact that was highlighted in this report was that most companies prefer to combine organic and paid marketing. 64.2% of firms said that they preferred a combination of the two. 21.3% said that they preferred entirely organic methods of marketing and 14.5% stated that paid marketing was more their speed.
However, it is essential to parse the differences between organic and paid marketing. Organic marketing can consist of blog posts, SEO, social media posts that are not paid for to boost reach, YouTube uploads as well as newsletters sent to email inboxes.
Paid marketing, on the other hand, includes all sorts of ads. These include paid ads on social media and on search engine results pages, as well as video and banner ads that are commonplace on platforms such as YouTube.
Anyone that is interested in implementing some paid marketing would need to familiarize themselves with the pay per click model. This makes it so that you would have to pay a fee any time someone or the other clicks on your ad. Such formats are useful since they can help marketers to only pay for clicks instead of impressions which are not all that beneficial when it comes to optimizing the sales funnel.
Marketers who are opting for PPC advertising methods tend to prefer paid search ads and social media ads more than anything else. 72.3% said that they use paid ads on search engine results pages, with 69.5% stating that social media ads are an essential part of their current marketing strategy.
Interestingly, paid marketing does not appear to take up a huge chunk of advertising budgets. 31.9% of respondents stated that they spend under 10% of the budget on paid marketing online. 27.7% spend between 11% to 25%. However, 21.3% spend between a quarter to half of their marketing budget on such ads, so they continue to be important for certain sectors.
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by Zia Muhammad via Digital Information World
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