Tuesday, July 21, 2009

Social Media vs. eMail vs. PR

eMarketer recently published a very interesting article citing a Nielsen Online study that shows social networks and blogs edging out email in popularity among people in the U.S. and other leading digital countries worldwide.

At the same time, according to the article, an IDC study found email to be more effective than social media advertising with respect to customer acquisition. Forty-three percent of social network users NEVER click on ads in the medium, and of those that do click on them, only 11% purchase anything. Eighty percent of nonusers of social media click on ads and 23% of them purchase.

My view: public relations blows this out of the water. Relevant information that gets circulated via PR to the right places seems to spur action according to our early business-to-business campaigns. For one of our clients, for example, our campaign to bloggers got upwards of 30% of those targeted to visit our blogger resource site for more information.

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