Keval Padia says, “As people search for brands across multiple channels, the complexity of targeting right customers with right messages is greater than ever before. Digital advertisers have relied on web cookies since the last two decades, but with the advent of smart mobility, this old strategy won’t work. Brands need to connect with consumers directly and then measure every campaign outcome, to appeal to different platforms.

While Google is still the search engine leader, Bing is surging ahead in grabbing search engine market share, while Yahoo! Is trying to recover lost ground with its new services. In social media marketing, it is essential that businesses think beyond Facebook for better results too, as other social sites are making headway in various demographics.

Analysts believe that advertisers should apply sound marketing strategies on sites other than Google and Facebook, since people-based marketing is quickly moving beyond what these tech giants have created. Leveraging Facebook and Google’s success, one can find that by relying on “people-based” solutions, advertisers can devise ads for real people and not some stored cookies”.

Beyond Google and Facebook: 4 Reasons to Look at Other Online Marketing Channels

Business.com

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