Businesses are increasingly identify digital marketing as the best way to reach consumers, tell their company’s story, and give voice to their brand, according to new research.
A new survey from Clutch, indicates that more than 80% of digital marketers believe their company’s digital marketing is effective in increasing sales and revenue.
Key findings:
- 83% of businesses think their digital marketing efforts are effective.
- The top three digital marketing channels businesses use are social media marketing (81%), a website (78%), and email marketing (69%).
- The least popular digital marketing channel businesses invest in is SEO (44%).
- Businesses’ main goal for digital marketing is to increase sales and revenue (28%).
“That number is high because digital marketing is where customers are,” said Flynn Zaiger, CEO of digital marketing agency Online Optimism. “Walking down the street, people aren’t looking at billboards or checking newspapers – they’re staring at their phones.”
The survey reveals that businesses believe their digital marketing is effective because it’s a more direct way to reach consumers compared to traditional marketing and advertising.
Businesses Rely on a Combination of Digital Marketing Channels to Achieve Goals
Businesses invest in a variety of digital marketing channels but prefer social media marketing (81%), a website (78%), and email marketing (69%) because they are the most popular among consumers.
All three channels provide businesses the opportunity to give voice to their brand – especially when used in combination.
“People are responsive when you have the ability to tell your brand story, whether it’s on social media, your website, or email,” said Jeremy Greenberg, founder of web design and digital marketing agency 97 Switch. “With other mediums, there’s not as much ability to tell your story.”
SEO Least Popular Channel, Requires Too Much Effort
The new survey revealed that among businesses surveyed, fewer than half (44%) invest in SEO.
Failure to invest in SEO, however, can undermine the effectiveness of a website and other digital marketing channels.
SEO isn’t popular among businesses because it takes more effort than other channels, experts say.
“Businesses have a harder time with SEO,” said Jon Borg-Breen, co-founder and head of sales at B2B lead generation agency Symbiont Group. “It’s not as immediately impactful as having a brand-new design on your website that people can say, ‘Wow, that looks cool.’”
SEO may not have the immediate results that social media marketing, a website, and email marketing have, but experts agree it is still an essential digital marketing channel.
Businesses Use Digital Marketing to Increase Sales and Revenue
Businesses invest in digital marketing to increase their sales and revenue. Nearly one-third (28%) identify driving profits as their primary goal.
Many businesses depend on digital marketing to make a sale.
“If we didn’t have digital marketing, the only sales we’d have would be friends and family and word-of-mouth,” said Devin Stagg, marketing manager at Pupford, a website for dog owners.
It’s our main method of exposure, and all our efforts are pushing us toward getting more revenue.”
Clutch’s 2018 Digital Marketing Survey included 501 digital marketers from U.S. companies with more than 100 employees.
Read the full report here: https://clutch.co/agencies/digital-marketing/resources/how-businesses-use-digital-marketing-2018
