Report: Social media leads the way in online advertising | Articles

The internet is an indispensable tool for finding new customers and driving

According to the Pew Research Center,
89 percent of Americans use the internet
to find new products and services, research potential purchases and
generally navigate their lives. This means that your organization must have
an online presence to achieve meaningful growth.

new survey from The Manifest
analyzes how companies are marketing themselves online, getting responses
from 501 marketers from across the U.S. The findings show how companies can
expand their advertising operations, and they reveal hot trends across the
online marketplace.

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Are you investing in online marketing?

According to the survey, only 66 percent of companies invest in online
advertising. Though that number represents a majority of organizations,
it’s far lower than the estimated 89 percent of consumers who use the

The survey team asserts that online marketing is an essential tool for a
modern business.

It writes:

Because the majority of consumers spend so much time on the internet, all
businesses should invest in online advertising – not just 66%.

“It’s crazy to me that number isn’t higher,” said Flynn Zaiger, CEO of
Online Optimism, a digital marketing agency in New Orleans. “Knowing that only two-thirds
of businesses are doing online advertising means that just starting with an
online marketing tactic can put you ahead of one-third of the competition.”

It also points to the lower cost of online marketing as a strong selling
point for organizations still reluctant to join the digital craze.

It continues:

Online advertising is also more affordable; White estimates that
advertising to 10,000 people via direct mail costs about $5,000. Reaching
the same number of consumers on Facebook costs $500 – one-tenth the price
of direct mail.

Social media is most popular

Among businesses that do invest in online marketing, social media campaigns
are the most popular messaging vehicle (86 percent). Display advertising
comes in second with 80 percent, and paid search captures 66 percent of
online marketers.


Despite industry concerns about social media platforms like Facebook in the
wake of data-use scandals, social media retains its top spot for
advertising investment. However, organizations can make a big splash by
using more than one online marketing tactic.

The survey shares a case study about Korean food retailer KPOP, which uses
all three of the top advertising channels. Different tactics help the brand
capture different types of consumers. KPOP finds that social media efforts
encourage users to explore the brand’s content pages, display ads help
capture consumers on related or relevant websites, and paid search efforts
find consumers looking to buy Korean food.

Re-targeting seen as a growth opportunity

The survey reveals that fewer than half of organizations are actively
pursuing retargeting, the internet practice in which a brand’s message
follows a user from site to site.

It writes:

“Maybe businesses don’t want to appear too aggressive online to their
consumers,” [Jeremy Greenberg, founder of web design and digital marketing
agency 97 Switch] said.
“Businesses may worry that retargeting advertisements could bother
customers. However, retargeting is very important and does work.”

Some businesses may think retargeting is invasive to consumers, but it can
be a successful channel.

Advertising remains intrinsically tied to sales performance, as well.
Although PR efforts may be seen as geared toward generating brand
recognition or industry dominance, advertising endures as a tool to boost
the bottom line, the study says.

The study shares:

“Online advertising helps us increase our sales and revenue by targeting
users who are most likely to benefit from our service,” PPC Protect
Marketing Manager Sam Carr said. “We run a range of paid ads across
different networks and platforms. Not only does this lead to more interest
and sign-ups, but ultimately, it leads to more conversions.”

PPC Protect runs advertisements on a combination of channels to reach the
most consumers who will convert. For example, it ran a Facebook
advertisement to promote its services using an image meant to show that
“robots are stealing businesses’ advertising budgets.”

How are you using online marketing to support your organization, PR Daily readers?

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