Email and Search Engine Marketing get Gold and Silver in 2009 for B2B Marketing
Marketers are shifting to digital for a variety of reasons, chief among them are the results. While social media gets all the hype, it’s two tried and true workhorses, email and search marketing, that come out on top of effectiveness. From a post over at Marketing Profs:
Most marketing executives cite email or search marketing as their company’s top-performing advertising channel in 2009—39.4% and 23.6%, respectively—and over nine in ten (93.6%) say they plan to increase their budget allocation to digital marketing in the next five years, according to the Fourth Annual Marketing and Media Survey from Datran Media.
Just 9.4% of marketers cited offline channels as their most effective response channel last year. Another 4.7% cited social media, while mobile marketing, still in its early stages, was cited by 0.8% of marketers.
Crucially I’d argue that all these pieces need to work together. Search so they find you, content to convert them, email to nurture them.
