Popular Online Marketing’s Bluff: Called !

Posted by on Aug 29 2011 | Internet Marketing, SEO, social media optimization

A recent study conducted by Pew Research Centre’s Internet and American Life Project had some interesting results to show. It claimed that search and email were among the most popular activities online. The exact numbers shown by the study will be talked about later, but let’s focus on how this result affects the marketing maxims that people have long held holy. For one, it dispels the popular myth that social media optimization is your best bet as an online marketer. Meanwhile, those who are religiously engaged in tipping the search engine scales to their favour can breathe a sigh of relief: SEO still reigns supreme in online marketing.

The guys at Pew seem to have done their homework. Tracking online activities of adults since the past 10 years, they come up with some numbers that might rearrange the priorities of online marketers. Coming to the numbers themselves:

  1. Using search engines and reading emails tops the list at a dominating 92 percent,
  2. Reading online news gets the silver at 76 percent,
  3. Online purchases occupy 71 percent,
  4. Bringing up the rear is social networking, which is placed at a miserable 65 percent.

An interesting point arises here: Although the rise and rise of social networking sites has heralded a phenomenal growth of SMO activities to raise brand visibility and attract traffic, it looks like sites such as Facebook, Twitter etc. have not yet managed to consolidate their hold over all demographics. It seems to be more cluster-oriented, really. Au contraire, search engines and email have consistently attracted a sizeable chunk of followers from just about every strata possible.

Does that mean that a change is in order? Should we, for the matter of debate, start paying more attention to email marketing in our campaigns, something that’s widely regarded as the ignored cousin of SEO and SMO? Remains to be seen, but one thing is certain: this study is sure to get online marketers rethinking their strategies.


Tags: , ,

6 comments for now

6 Responses to “Popular Online Marketing’s Bluff: Called !”

  1. Naina

    Interesting facts, will surely bring in a new strategy for marketing.

    29 Aug 2011 at 8:50 am

  2. nikita

    Shrey-not sure why marketers should have to rethink their strategies really, there’s a lot more to social media engagement than the channels shared above. SMO -whether it will work and if it does how successful will it be depends on the product/service you are marketing for.
    The TG decides where a social media campaign is headed- admittedly email marketing reaches out to a greater audience- but then you also have to consider how many years people took to making emailing a part of their daily lingo. Any new technology/method goes through a gestation period and so will Social media before it reaches an all time high. The question to ask is what determines a user’s participation and consequent buying decision- self need or peer influence? would like to read a blog on social media and its impact on the human reasoning behind purchase

    29 Aug 2011 at 8:53 am

  3. Mikhil

    An interesting point raised by Shalini here. However, I would like to point out that the rise of technology has been inversely proportional to its gestation period before it becomes a major driving force. Case in point, social networking sites like FB and Google + witnessed high acquaintance rates even as they were merely months (or weeks, for the latter) old. However, such sites have not yet penetrated all ages, classes and sects of users and don’t look like they’ll be doing so for quite a long time.

    Talking content writing and the diverse TG associated with it, I believe the search and email method could be an effective medium of dissemination.

    As far as niche audiences go, SMO still rules the roost. But to set the ball rolling for mass targeting, one needs to actively engage in SEO and possibly, email marketing.

    30 Aug 2011 at 3:32 am

  4. Sid

    It is quite difficult to say whether SMO is bigger than SEO or vice-versa. Both of them are an important part of content optimization. But the article has a well explained thought process of this particular issue.

    30 Aug 2011 at 3:35 am

  5. Isha

    Considering the above revelations, an email marketing might be successful to an extent if implemented properly but i think that people do not really pay attention to superfluous information there, they access it for a purpose and already have an engaged mind. But on the other hand while looking for information on the search engine their mind is hungry for more information and hence chance are ripe that they will grasp better information there.

    30 Aug 2011 at 4:17 am

  6. Kritica

    Google or Gmail to be more specific has already stepped into ‘e-mail marketing’.. the interesting fact being that the ads they display are related to the emails we receive.. should we be annoyed that Gmail is eavesdropping into our personal talks now?

    30 Aug 2011 at 4:23 am

Trackback URI | Comments RSS

Leave a Reply