A recent study shows that search and e-mail are the most popular activities done online. The study covers many demographics, considering factors such as age, race, education, and economic backgrounds. No matter the group in question, however, the most popular reason to use the internet was to search for information or to send or read an e-mail. For those of you in charge of content writing for your companies or clients, read on:
The study was completed only days ago on August 9, 2011, and was performed and released by the reputable research team at Pew Research Center’s Internet and American Life Project. The Pew Internet Project began tracking the online activities of adults around 10 years ago, and have consistently found that these two activities rank the most popular.
While this study was likely the result of simple interest or curiosity about internet use, the effects it has on the world of internet marketing are undeniable. While many people are under the impression that social media marketing should be the main focus of a campaign, this study suggests otherwise.
While social networking sites have certainly gained momentum since their popular inception years ago, they don’t reign supreme over all demographics. In other words, social media is a great place to reach certain age groups and target groups, but in order to attract the most diverse group of people with your content writing it is necessary to focus on search and e-mail methods.
The study includes a graph of the most common internet activities, and activity related to social networking is actually at the bottom of the chart. Using a search engine and checking or reading an e-mail top the chart at 92 percent, with reading the news following behind at 76 percent. Next is purchasing a product, which 71 percent of internet users have been found to do, and then comes social networking, with a shockingly low value of 65 percent.
Many internet marketing plans reflect the high use of search engines, with much energy focused on search engine optimization (SEO) to raise site rankings. E-mail marketing, on the other hand, has been highly ignored by the majority of marketers.
The Pew Research Center’s Internet and American Life Project may cause them to rearrange their priorities, however. Next to search engines, the best way to reach out to people is through their inboxes, and there are multiple ways to do this. The most common ways are:
- Sending regular e-mail newsletters.
- Creating a coupon/discount e-mail subscription list.
- Conducting contests/competitions through e-mail.
- Creating e-mail notifiers in the case of a new blog, new product, new service, etc.
These are just a few of the e-mail marketing ideas that have worked for others in the past, and there is much more potential that can come from this efficient marketing method. Now that you know the importance of e-mail marketing, it’s time to go use that information to improve your campaign!
To review the report referenced in this article, please visit http://www.pewinternet.org/~/media//Files/Reports/2011/PIP_Search-and-Email.pdf.
Are you as surprised as we were about this? How do you think the social impact on search will change? We already see Twitter and Facebook meshing with Google…
This post was created by Serena, one of our staff writers. She would be thrilled to work with you on your email marketing via our new full service newsletters. Email firstname.lastname@example.org to get the ball rolling!
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