Internet marketing includes a variety of techniques today, all of which demand their own resources and monetary investments. Brafton reported on a Nielsen study that outlined key industry investments expected this year. According to data, 63 percent of advertisers will funnel more money toward brand marketing. These campaigns include an increase in social media content production (70 percent), and more time spent on video content distribution (64 percent).
While certain tactics will always demand more resource and focus – like content marketing as a whole – paid channels also deserve marketers’ attention. A new U.K. Search Engine Marketing Benchmark Report for 2013 asked respondents about their future marketing budgets. Overall, 24 percent of brands will invest more in paid search this year, followed by SEO (18 percent) and social media (11 percent).
The study also looked toward 2014, with 55 percent of surveyed marketers citing PPC as an area likely to receive an uptick in spend. Of course, social media (51 percent) and display advertising (42 percent) are also both expected to generate higher revenue streams, begetting budget increases.
Creative teams who focus on one aspect of content marketing are failing to realize the full potential of emerging channels. Web marketing becomes most successful when each piece of collateral plays off surrounding media. Without the ability to connect PPC campaigns to effective landing page content, and successful blog content to social media updates, organizations will create inconsistent campaigns that mislead and confuse prospects. As internet marketing becomes standard across industries, marketers must increasingly grow comfortable experimenting with new platforms to maximize return on investment. Otherwise, brands risk losing market share to their forward-thinking competitors.