Mediaboss Marketing

While email remains king in the types of digital marketing businesses find successful, other tactics are quickly closing the gap, new research finds.

Specifically, 54 percent of businesses view email as the most effective form of Internet marketing, according to a study from the marketing research firm Ascend2. However, a number of other types of digital marketing tactics aren't far behind.

More than 40 percent of the businesses surveyed believe optimized websites and blogs, search engine optimization (SEO) and social media are among the most successful online marketing tactics.

Mobile marketing and e-commerce marketing are viewed as the least effective forms, according to the study.

Contributing to email marketing's success is the ease in which it is conducted, the researchers found. Just 11 percent of the businesses surveyed thought email was one of the most difficult types of digital marketing to execute. Social media tops the list, with nearly 50 percent of businesses saying it was the hardest to accomplish. [5 Major Email Marketing Mistakes]

Content marketing and SEO were among the other toughest tactics to execute.

Overall, the vast majority of businesses using some form of digital marketing report seeing positive results from it.

"Nearly nine out of ten companies rate digital marketing successful to some extent, with more than a quarter achieving 'very successful' results,'" the study's authors wrote.

Businesses have a wide range of motives for using Internet marketing. Wanting to increase customer engagement, sales revenue, leads for their sales teams and brand awareness were the most important reasons.

"Reducing marketing and customer service costs are surprisingly least important," researchers wrote.

Read more here:
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Mindy Kaling takes a selfie with DePauw University first-year Lily Hickman. PHOTO COURTESY OF CHARLIE ISAACS

ExactTarget, a digital marketing company, hosted a three-day conference for business people to learn about Internet marketing. On Thursday, Sept. 25, the last day of the conference, they held a student day on which college students could register through their school and attend for free.

Several DePauw students took advantage of this opportunity, which was offered through the Hubbard Center. Many were Media Fellows, who had been notified of the chance via email. Students were able to see two high profile speakers: John Green, author and YouTube personality known for books like The Fault in Our Stars and Mindy Kaling, actress, writer, director and producer known for her work on the shows The Office and The Mindy Project.

It was so amazing, said sophomore Media Fellow Madi McIntyre. I'm so grateful for the experience and the networking opportunities.

Students left DePauw at 7:30 a.m. in order to arrive in time for Greens speech at 9 a.m. He talked about being authentic online, but in a way that engages, in his case, viewers and readers. He told about what it felt like to collaborate and interact with an audience, which is what he thinks people and businesses should account for with their Internet presence.

After Green, those in attendance could go visit different booths from companies like Facebook, LinkedIn, Sears, Elizabeth Arden and DonorsChoose.org. People were encouraged to tweet using the hashtag #CNX14. However, many students did not spend much time with these companies, because seats for Kaling filled up quickly.

She also talked about how she uses social media to connect with her fans. She is very active on Twitter and Instagram, which she sometimes uses to interact with her fans. She discussed creating and running her own show where she could be the star. After she spoke, she answered questions from the audience. Some DePauw students asked her questions about career advice for an aspiring television writer or asked if they could take a selfie. Kaling said that the way she achieved success was not putting too much importance on networking events and to work at home and write and learn as much as possible.

First-year Lily Hickman got to join Kaling on stage and take a picture. Of Connections, she said, It taught me how to efficiently network and that a great way to succeed is by being yourself. Also, getting a picture with Mindy Kaling was amazing."

DePauw students enjoyed the chance to get away from campus, learn about marketing and see the speakers. Said sophomore Claire Halffield, It was a fantastic opportunity simply because Connections 2014 has made me realize how small the world is, and that it's easy to connect with people who want to help you succeed in future careers."

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DePauw students listen to John Green and Mindy Kaling at internet marketing conference

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