Salt Lake City, Utah (Vocus/PRWEB)
In this ever-changing digital age, marketing has made a momentous change. Companies of all sizes are shifting advertising and marketing budgets from traditional strategies to search engine optimization and other forms of online marketing.
“When we look at the numbers out there, it’s very revolutionary,” said Nelson James, president of SEO.com. “What used to be the main strategy for marketers has taken a back seat.”
Forrester Research said marketers spent $26 billion in 2010 in Internet marketing, which rivals all spending on cable/satellite TV and radio. Search Engine Marketing Professional Organization (SEMPO) said nearly half all companies have decreased spending on traditional areas and are investing more in online marketing.
“We started investing in SEO for the first time this year, and the payoff has been tremendous,” said Sarah Huizingh, marketing manager for Spillman Technologies, a company that specializes in public safety software. Huizingh said Spillman took money out of the print advertising budget to invest in SEO.
Traditional strategies that are taking the biggest hit include print and direct mail. A recent SEMPO survey reported that 49 percent of companies are shifting money from their print advertising budget and putting it toward search engine optimization services, pay-per-click management and social media marketing. In 2010, 36 percent moved money away from their direct mail budget and 17 to 24 percent of companies made a similar shift away from conferences and exhibits, yellow page ads, and TV and radio ads.
So, what are the reasons for this change in behavior?
“It really comes down to three things,” James said. “Especially in a poor economy, people are looking for marketing solutions that target their demographic better, are highly measurable and show how each spent marketing dollar makes money.”
Strategies like SEO and PPC target customers at the moment they want to buy. Social media has the potential to engage millions of customers. Through analytics, marketers can accurately track where customers come from, how long they stay on a site, what campaigns bring in the most sales and more.
On average, SEO.com clients that have been doing search marketing for six months or more, receive an average return on investment of nearly 2,500 percent – or the equivalent of receiving $25 for every $1 spent.
“Online marketing enables companies to track each spent penny and is proven to deliver a really big ROI,” James said. “It’s probably the biggest reason why more are shifting their marketing budgets. As a result, traditional advertising is getting the leftovers of the marketing budget.”