A report from Readex Research suggests that marketers should pursue multiple channels in their campaigns to target consumers, with special emphasis on SEO. The study found that 77 percent of people are using search in their professional lives, compared to just 74 percent who said they are still using print publications in their daily routines.
Other popular channels included in the survey were email newsletters (74 percent) and social media (34 percent). Plus, more than half (55 percent) say they regularly turn to industry-specific websites to get information, indicating brands that publish fresh, relevant content stand to become trusted resources and draw repeat traffic. Targeting all of these media with an integrated, multichannel marketing campaign can help businesses reach professionals that represent potential prospects.
“These results maintain that marketers need to gain exposure over a variety of media, and that focusing on a single medium neglects a portion of the market,” Steve Blom, director of sales and marketing at Readex Research, said in a release.
However, with search engine use ranking as the No. 1 channel, it’s clear that search has become a primary starting point for most research and business tasks. For marketers, growing use of search marketing, whether it’s paid search ads or content marketing campaigns that include comprehensive SEO strategies, can help leverage the amount of time users spend on search engines into new prospect engagement opportunities.
Content marketing campaigns are becoming increasingly popular as the value of search grows. Brafton recently reported that 82 percent of companies polled in a survey are using content marketing.
