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An interesting article by Econsultancy shows that, whilst social media may be an emerging marketing tool, it certainly isn’t ready to take over from traditional SEO and PPC just yet.
Estimates suggest that in five years social media will be accountable for $3.1 billion in revenue, up from its current standing of $716 million. However, the same source suggests that SEO and PPC will be accountable for $31.5 billion in the same timescale.
Even before the emergence of these results, overreliance on social media – including the likes of Facebook, Twitter and MySpace – has never been recommended (see our post on Reaching an Audience through Social Media). It is a way of subsidising more traditional forms of marketing, providing a more interactive side of your business and generating a little extra custom. PPC and SEO still remain the dominant leaders and will no doubt continue until search engines relinquish their grip as the premier information resource for the online masses.
To read the report in full visit Econsultancy.
In today’s multichannel world, there are mountains of data which provide insights into how users have interacted with your business and their path to conversion (or non-conversion). It is important to understand performance with multichannel marketing, which can be achieved through attribution modelling. Attribution refers to assigning credit to something (a channel, touchpoint, etc.) for the role it played in the final conversion. An attribution model is a rule, or set of rules, that assigns this credit correctly to the right channel or touchpoint.
For a long time, Bing, the UK’s second-largest search engine, has been underappreciated and, in some instances, even ignored. Often regarded as the inferior search engine to market leader Google, Bing has historically struggled to appeal to many in the digital world. Most PPC analysts would give justified reasons for neglecting Bing for so long; these include the volume of traffic and the user experience just not matching up to Google. However, the validity of these assessments is now diminishing. Bing has grown and improved rapidly in the last couple of years; if you are not integrating it into your comprehensive digital marketing plan, you run the risk of missing out on a large portion of your chosen market and significant revenue.