Search marketing has overtaken email marketing as the most important marketing vehicle for distributors, according to Jonathan Bein in Distributors Up Search Marketing Efforts.
Though email marketing appears to be working for high performers, with 60 percent engaging customers daily or weekly, search has steadily risen over the last three years with 75 percent of high performers engaging search optimization daily or weekly, according to the annual joint MDM-Real Results Marketing survey.
Many high performers still place high priority on email; 64 percent of them felt that it was very important, while slightly more than 30 percent of moderate and underperformers rated it this highly.
"Two years ago, 42 percent of respondents considered search marketing very important while 36 percent considered email marketing very important," Bein says. "Last year was a bit more balanced, with 38 percent of respondents describing search marketing as very important and 36 percent considering email marketing as very important."
While this trend is driven by the increased deployment of e-commerce sites, Bein says that most respondents are placing more emphasis on corporate marketing with search rather than product marketing.
Read more results from the 2017 State of Distributor Marketing in Distributors Up Search Marketing Efforts.