The Multiplier Effect of Integrating Search & Social Advertising

Search and social have become the two most utilized channels in the digital marketing industry, and for good reason. The two channels offer massive, highly engaged global audiences that can be used to drive demand generation and demand fulfillment for marketers across verticals. However, when the buyer’s path to conversion is considered, it becomes evident that the two channels behave fundamentally differently. Search is more likely to drive sales directly while social is more likely to assist conversions from other channels. Successful marketers are beginning to adopt integrated search and social management and optimization strategies that focus on targeting high-value customers as they navigate a buying journey that is highly fragmented and involves multiple touch points.