social media Archives - Page 8 of 52 - Social Email Marketing

I posted a text about the rise of performance based online advertising a while ago on my personal blog but, given all the recent positive reports about the growth of online display advertising, I am going to post it here in an adapted and more elaborated way.

Because I don’t know if the rise of the online display ad spend and also of performance-based advertising is good or bad news in a social media world. So, please read and comment away.

When the Internet rose as a “commercial” medium, everything was about the ‘almighty click’. At last a medium that was measurable and had an immediate impact. Internet was seen as the new direct marketing. Email was broadcasting, banners were meant to generate traffic, click, click, click.

Later, research companies – not coincidentally often sponsored by online publishers – made lots of effort to prove that online advertising also has a significant impact on a variety of brand parameters. And of course it does. Everything a brand does has an impact on the brand.

Online advertising is mainstream now and new data from, among others IAB and Econsultancy, show that search, PPC and display ad budgets are on the rise.

Marketers need to have teasing and effective content on their web sites and blogs to attract visitors and customers. They need persuasive content in their emails. And, after all, that’s what search engine marketing is about as well: getting visitors to your website or to a specific landing page by offering consistent and relevant content. Blog marketing, search engine optimization, social media marketing, content marketing, they all have one thing in common: they aim to attract, be found and persuade. But is it any different than in email marketing and what skills do we need?

We all know that content is crucial in SEO and that the words in a search engine ad are key to conversion. We also know that content is essential in the post-click process, email marketing and in social media.

Valuable and relevant content is what makes people click a link, take action, download something, further discover your site or blog and share information with others over social networks. The content that matters, however, is the content you need for your – prospective – customers and business goals.