Beyond Google and Facebook: 4 Reasons to Look at Other Online Marketing Channels

2 Jan

As people search for brands across multiple channels, the complexity of targeting right customers with right messages is greater than ever before. Digital advertisers have relied on web cookies since the last two decades, but with the advent of smart mobility, this old strategy won’t work. Brands need to connect with consumers directly and then measure every campaign outcome, to appeal to different platforms.

While Google is still the search engine leader, Bing is surging ahead in grabbing search engine market share, while Yahoo! Is trying to recover lost ground with its new services. In social media marketing, it is essential that businesses think beyond Facebook for better results too, as other social sites are making headway in various demographics.

Analysts believe that advertisers should apply sound marketing strategies on sites other than Google and Facebook, since people-based marketing is quickly moving beyond what these tech giants have created. Leveraging Facebook and Google’s success, one can find that by relying on “people-based” solutions, advertisers can devise ads for real people and not some stored cookies.

Advertisers will now dive deeply in addressable media, to utilize people-based targeting outside Facebook across multiple publisher sites. Top digital marketers, including GSK, Nestle and Reebok, have expressed the need to spend on addressable advertising and work beyond closed ecosystems, without limiting their presence.

Here are four reasons why marketers should look for alternative online marketing channels:

Google has introduced high cost-per-clicks on paid search

In terms of costs involved, some courses are expensive to market on Google Paid Search. Google CPCs increased by 23 percent year-over-year while Bing saw a jump of 15 percent in the same period. But Google costs have been way higher than Bing costs. Google Paid Search needs better cost per conversion ratio, too, and Bing is definitely a worthy option.

Bing’s Search market share has risen considerably

As mentioned earlier, Bing has increased its limited market share considerably. The most recent comScore Search Share report revealed that Bing boosted its market share in U.S. to more than 21 percent, last December. Google has garnered about 64 percent of the market in the same period. This means that marketers need to address the void, and pay attention to Bing for a rounded view of the process.

Paid social sites are providing better opportunities

Paid social marketing is touted as a highly cost-effective way to drive awareness about new ideas and offerings. Other social networks besides Facebook, like LinkedIn, Instagram and Twitter, deserve equal importance nowadays since they offer cost-effective options to derive leads. These “awareness” platforms are now “ROI” platforms, owing to their reach and demographic targeting abilities. Social media functions work very well for sponsored ads, and organic social media marketing also boosts the overall value of paid marketing.

The digital ecosystem binds all elements

The digital world includes several components that interact with one another, so marketing across multiple avenues within the online ecosystem should be a topmost priority for marketers today. For example, display marketing has been a major factor in the rise of paid and organic search traffic to a variety of websites. Twitter has a strong business following because of its real-time messaging ability.

It is time to go beyond the oft-used channels and use those best practices on other chosen platforms. One can adopt the ‘custom audience’ approaches that have helped in Facebook and Google marketing for even better ROI.

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