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Lee Odden

SEO Tops Digital Marketing Tactics for 2011

By Lee Odden     Online Marketing, Reader Polls

Here we are just past the halfway mark in 2010 and we’ve tapped into the stream of future marketing planning with our readers for 2011 with a poll. Our question? What 3 online marketing channels & tactics will you emphasize in 2011? The number one answer? Not social media, not email marketing.

The top digital marketing tactic for OMB readers in 2011 is Search Engine Optimization

Our poll this year provided 44 different answers to choose from ranging from display advertising to no holds barred spam. Over 200 readers took the poll and made their choices. While there are many signs of marketing budgets making a recovery, the vast majority of marketers are still focused on planning the most efficient and effective online marketing mix they can for the new year.

Hopefully the responses from our poll will be helpful in making those choices as budgets and strategies are planned for 2011.

digital marketing

The top responses in this year’s survey reflect a more holistic perspective that includes search, social media, advertising, content and email.  While social media marketing continues to get a lot of media attention and companies are investing more ($1.2 billion 2011, Forrester), search marketing (PPC and SEO) gets the lion’s share of digital marketing budgets ($20.7 billion 2011, Forrester).

U.S. Interactive Marketing Forecast 2009 - 2014

A new entrant to the top 10 this year is content marketing which is a reflection of the increasing importance on providing more than just product/service features and benefits to customers in order to get them to buy. Content is the glue for the intersection of SEO and Social Media. Content is often the outcome of social interactions online and content can be shared and linked to, increasing it’s visibility within all kinds of search. I wouldn’t be surprised if Content Marketing jumped a few more spaces next year. According to the Junta42 Content Marketing Spending Report, 59% of marketers surveyed planned to increase content marketing spending in 2010.

Advertising through Pay per click and social media rated well, but not concomitant with budgets. That is more likely an indication of the topical focus of Online Marketing Blog which pays less attention to advertising than Search Marketing, Social Media, Content Marketing and Online PR.

Keep in mind, the results of this single question poll are a reflection of our readers and with 232 responses, isn’t a significant sample size for making broad generalizations. It is however, useful insight for our readers to see what others are focusing on. Online Marketing Blog is rated well as a marketing blog and has a significant readership in the marketing community.

You can see the full set of responses and all 44 digital marketing tactics here.

Are Search Engine Optimization, Social Networking and Blogging your top digital marketing tactics for 2011? If not, what areas will you emphasize next year?


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