In a recent study performed by TagMan it has been proven that the influence of search engine optimisation and social media campaigns have been HUGELY undervalued. This is parlty due to the fact that it can be hard to track all the various sources of traffic coming into your website or business.
But if you set up tracking and track each individual channel you will then see the true benefits of not only SEO but also Social Media campaigns. It is very common for most people to over emphasize the effectiveness of PPC (Pay Per Click) marketing simply because it is much easier to track from click to sale.
So in effect most business owners focus primarily on PPC campaigns and dedicate a huge part of their marketing budget on these campaigns. Where if they applied the same budget and focus to search engine optimisation services and or social media campaigns their return on investment would be much higher.
So this study is a very interesting read make sure you check it out here are some of the best points:
“we are discovering that natural search and social media are chronically under-rewarded. Or that paid search (both brand and generic) appear overly so.
- Generic SEO gets credited for 14 times less sales than it deserves on [a flat attribution model].
By the way, brand term natural search, on the same methodology, is under-valued by a factor of nine.
- Therefore, generic paid search gets 1.6 times more credit than it should.
Why is this? The simple answer is that, because paid search is so often the last click that it gets attributed with a greater proportion of sales than channels that appear higher upstream but which are still drivers of sales.
- Social media gets eight times less credit for its direct contribution to sales than it should.“
Click the link below to learn more about the study:
Social media and SEO massively undervalued: study | Econsultancy:
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