New Study Ranks Email Marketing Ahead Of Social Media For Advertising Effectiveness

If you’ve been keeping score about what works where online advertising is concerned, it’s not hard to make a case for traditional techniques gaining a solid foothold as the Internet matures as a means of doing business. Here’s a case in point that might have even the most forward thinkers when it comes to social media looking back into the vault for some of the more tried and tested techniques.

A recent study that was championed by none other than Deloitte is saying their results point to the fact that older forms of internet advertising like email marketing have a better ROI than social media tools like Twitter and Facebook. In fact the number of Americans that have accessed a website using the information they get from an email rose from 61% to 66% in the test period. Consider the fact that social media totals were only 3% in the UK and 9% in the United States of the overall picture that still included newspapers and television pointing people to the web.

Does that mean the smart business owner will shy away from this new still avant guard method and put all their advertising money in an email marketing campaign with the residual going to blogs? Hardly, according to the experts.

Andrew Haughton, a strategy consultant at Deloitte, says that although social media might feel like the only way to go for advertising success on the Internet, the savvy business owner needs to remember that places like Twitter and Facebook are “an emerging business based on rapid and ongoing innovation.”

The short of it all is that business needs to proceed with social media but keep an eye to the proven anchors as well. Remember that the same study noted that search engines like Bing and Google still bring in the best numbers with 36% of respondents saying that vehicle is the preferred method they use to get from one site to another.