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Study: Search, email remain strong in driving B2B traffic, leads [Infographic]

eMedia Vitals

Two “old school” digital platforms – organic search and email – remain key drivers of traffic and leads, respectively, to B2B sites, according to a new study by Optify.

Organic search drove 41% of traffic to B2B sites in 2012, according to the Optify study, which analyzed more than 27 million visits from various sources to 591 B2B sites in North America. And Google accounted for 90% of that search traffic.

But while organic search is the top traffic driver to B2B sites, it lags in converting visitors to leads. Email remains the lead dog for leads, with a 2.9% conversion rate – double that of organic search (1.45%) and social media (1.22%).

“Organic search is still the strongest traffic driver, but email is the best way to get people to engage,” Optify CMO Doug Wheeler said in a phone interview.

“I really thought, in the age of content marketing, that inbound marketing was the way to go,” Wheeler added. “But the real secret is getting them onto your outbound list. Publishers may not want to dial down email just yet.”

Here’s an infographic from Optify that summarizes the results of the study.

11% Of Magazine Exposures Are Digital-Only, Survey Shows

Paidcontent

Eleven percent of U.S. adults’ exposures to magazines are exclusively via digital platforms, new data from GfK MRI says. But with newsstands available on more devices, that number should increase.

Between March and October 2011, GfK MRI estimates that the total U.S. gross magazine audience (the number of consumer exposures to magazine-branded content on any platform, including print) was 1.58 billion. Of those, 135 million exposures were print + digital, and 166 million were digital-only. That digital-only group is made primarily of men (63 percent), and they’re more likely to be young, affluent and well-educated. The sample size for this survey was 12,546 people, and GfK MRI extrapolates its results to the entire U.S. adult population.

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Custom Content Gets Digital Platforms

MediaPost, 4/28/11

According to Characteristics Study: Content Marketing in America for 2011, by the Custom Content Council and ContentWise, video, mobile, virtual events and educational content spending hitting an all-time high of $12.5 billion in 2010. Print still dominates the market, with $24 billion spent on print production and distribution, and $3.6 billion spent on other forms of content. Of the average overall marketing, advertising and communications budget, 29% of funds are allocated to custom media.

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