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SEM and e-mail: Like Kleenex® to the marketing world

Lori Alba Written by: Lori Alba

It wasn’t that long ago that e-mail marketing became all the rage, or that marketers started trying to crack the mysteries that lie behind search engine marketing (SEM) and search engine optimization (SEO) – which in many cases still seem to be like deciphering the Da Vinci Code.

Now SEM, SEO and e-mail are marketing staples; everyone is using them and their results can be tested and measured.

According to a recent survey from the Association of National Advertisers (ANA), BtoB Magazine and 'mktg', marketers are relying heavily on these methods when it comes to their marketing mix:

  • 65% of marketers are using SEM
  • 59% are focusing efforts on their own Web sites
  • 55% are concentrating on SEO
  • 45% are still including e-mail marketing as a major part of their marketing plans

So where does that leave all the new social media marketing (SMM) tactics? Two-thirds of those surveyed currently are using some form of SMM marketing – 66% compared to just 20% in 2007. The most popular tactics, in order, are Facebook, YouTube, Twitter and LinkedIn.

However, whether your company is a business-to-business (B2B) or business-to-consumer (B2C) company likely affects which tactics are at the top of your list. For example, B2B companies are more likely to use LinkedIn, Twitter and webinars. B2C companies likely put more stake in mobile, Facebook and SEM.

Across the board, the reasons more companies haven’t fully embraced SMM center on marketers’ inability to prove return-on-investment and concerns about how much of role SMM should play in the marketing mix.

Although many marketers may up the ante with respect to SMM in 2010, the study shows that the majority of marketing dollars will be spent on company Web sites, SEM and online display advertising.

Is your company following the above trends? Let us know.

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