Over the first three months this year, Internet marketing advertising revenues have hit record highs totaling as much as $8.4 billion in Q1 2012 according to the IAB Internet Advertising Revenue Report. This meteoric rise in revenues can be attributed to the proliferation of technology: in particular, adoption rates for smartphones and tablets are skyrocketing. PPC advertising continues to be the driving force according to the Internet Advertising Revenue Report, whereas display advertising and mobile marketing provide effective alternatives.
PPC advertising still going strong
PPC advertising, otherwise known as search engine marketing, continues to be the largest advertising format in the digital environment, accounting for 47% of the $31.7 billion spent over the course of the 2011 calendar year. This number increased by 27% compared to the previous year and future trends indicate that this number will only continue to rise. Investing in PPC advertising on Google still remains the best method of generating immediate leads and sales in a competitive online environment.
Old Spice, Doritos, Dollar Shave Club….what do these brands have in common? They are companies that have leveraged the viral power of YouTube to create excitement for their products, and in the case of the Dollar Shave Club, generate a presence to help with the launching of a new and unique business model. In fact, their quirky video generated so much traffic upon the launch that they saw subscriptions hit the roof, signing up 12,000 new customers within two days. Creating videos and uploading them to YouTube has never been easier; unfortunately, creating a video marketing campaign that will truly go viral and bring visitors promises to be herculean task. How can your video marketing efforts break through the clutter?
A comment trend with videos that go mainstream is that they have a humorous component to engage the audience. Simply put, users are more relaxed when browsing YouTube, and a video of a talking baby, an anthropomorphized animal, or a series of unfortunate events tends to generate more hits than a 30 minute video instruction for accounting software. However, you need to also be cautious in this regard: something too outrageous may overshadow the brand message and fail to elicit the desired actions from your audience.
Ever since Facebook’s IPO, the social media giant has been under a magnifying lens as investors watch every move the web brand makes. In fact, questions have arisen about Facebook’s sustainability in the long run as their stock has taken a bit of a hit. Contrary to reports and claims ringing the death knell for Facebook, the social marketing site’s engagement is actually increasing compared to other top web brands. With that in mind, what makes Facebook a viable social media marketing platform for your brand?
Engagement and Fan Acquisition
Developing a fully branded profile on Facebook is the main foundation of any social media strategy. With over 900 million unique visitors on a monthly basis, Facebook has become the leader in social networking. An inviting company profile can help brands leverage the site’s virality to engage fans with original content, generate brand exposure in news feeds, and increase the reach of their message by advertising content to friends of fans.
The two major activities of any effective search engine optimization campaign are link building and content marketing. While the former has been the main tactic marketing professionals rely on for creating value for their websites, the latter has become more important due to recent algorithm changes from Google. The following is a quick overview of the inherent benefits in content marketing:
Strategies are Highly Adaptable
If you notice that some of your prime keywords are not ranking highly enough, pushing out fresh content using those keywords can help create momentum for your SEO campaign. Content marketing is adaptable and allows marketing professionals to revamp current strategies and focus on providing a boost to keywords that need help.