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SEO brings in more leads than PPC and social media
Search engine optimisation (SEO) is the top source of leads for B2B and B2C marketers, according to a new report.
Online marketing agency Webmarketing123 says in its 2011 State of Digital Marketing Report that SEO outperforms both pay-per-click (PPC) and social media marketing in terms of lead generation.
In total, 57% of B2B marketers and 41% of B2C marketers said that SEO was their primary source for generating leads.
What’s more, SEO got the lion’s share of B2B marketers’ spend. Just over 33% of respondents working in the B2B arena said that SEO claimed the majority of their marketing budget. B2C marketers, meanwhile, spent most of their budget on PPC; this claimed 42.5% of their budget allocation.
However, a considerable amount of those surveyed said that they would increase their social media marketing work over that in the SEO and PPC spheres next year: 60% of respondents plan to do this.
This does not mean that SEO will be ignored in next year’s budget allocation. In fact, many marketers do plan to spend more on SEO throughout 2012. A total of 53% of respondents will do this, compared with the 40% of respondents who will increase their spend on PPC.
Website traffic was acknowledged to be the primary means for measuring online marketing success by both B2B and B2C marketers, while brand awareness was judged to be the least effective measure of success by all concerned.