Marketers in the high-tech world who use phrases such as “social media
marketing,” “Facebook marketing” and “content marketing” do not
understand the basic difference between marketing strategies, marketing
channels and marketing content.
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According to W3TECHS,
Google Analytics is used by 55 percent of all websites and has a
traffic analysis tool market share of 83 percent. More than half of
those websites use GA as their only source of marketing data.
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However, the introduction and widespread adoption of Google Analytics pushed
marketers to change their focus from the strategy to the channel.
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Traditional marketing allocates activities based on the strategies that
comprise the traditional Promotion Mix: direct marketing, advertising,
personal selling, sales promotion and publicity. Google Analytics
replaced those “buckets” with these entirely new ones: direct, organic
search, social, referral, paid search, email and display.
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