E-mail Marketing Still a Front Runner for Marketers, and Social Media Steals the Bronze from SEO
As marketers, we must choose, and prioritize, our marketing efforts. So what are most marketers up to? According to a new study by Oracle Marketing Cloud, Website, E-mail, and Social Media, are top priorities for the year to come. Website remains a front runner for obvious reasons. These days, as digital marketing continues to gain more and more traction, and consume at least 25% of marketing budgets, a website is the cornerstone from which marketers plan, strategize, and execute digital marketing efforts. Similarly, as the trend toward purchase via mobile increases at a lightning pace, a poorly optimized website can be an e-commerce disaster.
In second place we have e-mail, still, contrary to what some might believe, continues to offer huge ROI, about $44 for every $1 spent. And if you need more stats to back that up, check these out: 91% of consumers check their e-mail daily, and on a daily basis consumers interact with 11 brands on e-mail (compared to 9 on Facebook and 8 on Twitter), 48% of consumers say they prefer to communicate with brands via e-mail. And more on that RIO, 44% of consumers made at least one purchase based on a promotional e-mail they received, and 66% of consumers have made a purchase online as a result of an e-mail marketing message. You can’t argue with those numbers.
Interestingly, Social Media Marketing took third place, replacing SEO. Social allows a company to gain peer recommendations at the click of a like. A positive note on a social channel is free advertising, and, if you’re an e-commerce company, a free endorsement for your product. That endorsement becomes increasingly important as the buying trends become more and more dependent on peer recommendations vs. internet search and research. Social media also allows a company to respond to criticism in real time, buy your way in front of a target audience, and — an active social media community drives high quality traffic to your website. The majority of links that are built by SEO companies do not bring traffic to your website. These links may help increase the authority and power of your site, but in terms of traffic, it doesn’t do much. Social media also allows marketers a constant audience, and, interestingly, search engines are now taking into account social signals when ranking websites. The more social shares, interaction, or activity you have, the higher your search engine rankings. Assuming this doesn’t change anytime soon, you can understand why Social has snatched Bronze from SEO.