As part of its Social Media Marketing Industry Report 2012, Social Media Examiner analyzed investment in multiple web channels. While the research focused on rising social budgets, the results indicate companies have found that a strong web marketing presence means creating effective presences on multiple channels.
Sixty-eight percent of companies included in the study said they plan to augment their efforts in organic search with a greater focus on SEO. Twenty-percent said they would not alter their search campaigns at all. Ten percent will either decrease their use of SEO or are not currently leveraging organic search marketing.
Those not using organic search marketing could struggle to appeal to the nearly 90 percent of consumers that use search to conduct research for purchase decisions. Failing to implement practices likely to improve SERP standing can prevent some companies from being discovered by potential customers.
While SEO was a top priority in terms of 2012 budgets, 61 percent of companies included in SME's poll said they will increase investment in email marketing.
With so many organizations using email to target prospects, it's critical that they use original content within their messages to keep prospects engaged. Brafton recently reported that one of the main reasons both consumers and B2B buyers subscribe to email marketing campaigns is to receive updates and informations from companies.
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