students know that their industry is constantly changing and they need to continually figure out the best channels to catch the eye of potential clients. According to a recent survey conducted by B2B cloud marketing automation software provider Pardot*, only 9 percent of businesses are spending more than half their marketing budgets toward email efforts.
Email marketing is clearly losing traction in the B2B marketing world. The survey found 60 percent of respondents said they use email for drip nurturing, campaigns which send multiple messages to customers at scheduled intervals.
"The fact that email is being used more for drip nurturing than lead generation isn't that surprising," said Adam Blitzer, co-founder and chief operating officer at Pardot. "We're moving into an age that places more emphasis on communicating through various channels. While companies are still using email, they're also using landing pages, forms, social media, paid search ads and more to generate leads."
With email losing steam, businesses still don't need huge budgets to have strong internet marketing strategies. In an article for Forbes, the news source shared some advice for affordable internet marketing.
According to the news source, it is imperative for businesses to set a budget, establish realistic goals and make sure marketing efforts reflect the brand.