e-mail marketing advertising effect explosion social network advertising

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Beijing Time July 2 news, social networks in recent years in the high-speed development period, more and more companies choose to put ads on social networking platform. So what about advertising on social networking platforms? The latest report by Custora, a market-research agency, gives the answer: ads on Facebook and Twitter are less effective than traditional mail ads, and the trend is not going to change anytime soon.

Now, if a brand has not built its influence on Facebook, Twitter or other social media, or put ads on those platforms, people will think that the brand does not value online marketing and its marketing advisers will always advise them to enter the social arena.

e-mail marketing effect is obvious

The era of social networking has come, but the Internet advertising industry has appeared a "back to ancient" signs. According to a report published by market research agency Custora, online retailers attract 7% of their total customers through mail marketing, up 4 times times more than four years ago, and even more than the benefits of advertising directly on the web.

Although Facebook has grown to be the world's largest social networking platform over the past four years, with 687 million active subscribers, it has not been a mainstream advertising channel, and the number of new clients attracted by the ads on Facebook has not increased significantly, the report said. As for Twitter, the advertising effect is even worse.

"Organic search" versus "cost per click" Marketing Comparisons

Custora analysts said: "From the current market situation, ' organic search ' is the most popular online marketing model, followed by ' cost per click ' online advertising marketing. ”

To complete the report, Custora has tracked 86 online retailers and 72 million consumers ' web usage data over the past two years, focusing on consumer clicks (such as email, Twitter, Google, etc.), consumption, purchases, purchases, and so on.

According to the survey, the consumer who jumps from the search results page to the retailer's website usually spends 50% more than the average consumer, while the consumer who jumps from the mail advertisement spends 11% more on the cost. On the contrary, consumers who jump from Facebook spend only as much as they average, while consumers who jump from Twitter spend 23% less than average costs.

The disadvantage of Twitter

"I think Twitter has done a good job in social networking, but it's not a good network marketing platform, at least we haven't seen a lot of successful Twitter marketing strategies so far," says Allen Goudman, Custora's chief data analyst. ”

Different network Marketing mode consumers jump to the retail site data comparison

Mr Goodman points out that the marketing campaign on Twitter relies heavily on the odds of uncertainty, such as ads that happen when users refresh their pages (the link may even be fleeting). On the contrary, some of the innate advantages of email have made it stand out in the field of online advertising.

"When retailers know the consumer's email address, it means they may already have some sort of connection," he said. Although email ads are rampant, their personalized advertising content is significantly more advantageous than Twitter's tweets. ”

For companies interested in advertising on social platforms such as Facebook and Twitter, Custora's findings will doubtless make them hesitant. But while advertising on social platforms such as Facebook and Twitter is not a direct gain, Custora says, they are still an effective way to improve brand awareness and influence. Compared to the two social platforms, advertising on Google is more effective, not only to bring in clicks, but also to convert clicks into consumption.

Compared with emerging social media such as Facebook and Twitter, Google has been plowing "search + sales" for 10 years, so companies cannot ignore the influence of social media and are expected to become a pivotal marketing channel in the next decade, says Goodman.