“Social media marketing is top of mind with everyone today and for good reason. It’s new(ish) and it’s exciting. It’s also the hip and ‘in thing’ to be associated with if you are a marketer.
The question to ask yourself though is this, “Is my concentration on social media marketing taking my efforts away from places that, while much less sexy, have the majority of Internet users using them?”
Sadly, if many marketers are being honest, the answer would be yes. Money is being redistributed within online budgets to pay for social media ads because the big players like Facebook and Twitter are pushing it hard. Why? They need revenue and lots of it. At what price? Just look at the impact changes at Facebook regarding advertising have had on engagement for one New York Times writer.
So what might marketers be overlooking in this rush to be all things social? Good old search and email marketing. These numbers from eMarketer around the adoption rate of both are hard to ignore.” More>>>