Not to ride on the coattails of Black History Month, but the days when search and social media marketing were separate but equal now belong firmly in the past. There are a lot of reasons for this, and most of them are articulated by Reprise Media’s SVP Joel Lapp in an article for DMNews this week.
Joel points out that “…a unified view of search and social media presents customers with multiple inroads to your product or service, increasing the potential for audience engagement and revenue generation.”
It’s a point well-taken, and I’d go farther and say that this also extends to what advertisers and marketers are doing offline in mediums like television. Joel makes the connection himself when he says “You can also use your search engine advertising to drive people to social media pages. Cars.com has paid search ad copy linked to characters in their TV ads. The landing page includes video of the TV spot and a link to a Facebook profile as well as navigation to key sections of the Cars.com site.”
As we saw during the Super Bowl this was an extremely effective way for them to leverage their TV ad spend.
Joel also makes an important point about social media monitoring: “Social media sites can feed into your paid and organic search marketing efforts in another way as well. Observing how people talk about your brand, your products and your product segment yields enormous insight into how they search for what you offer.
That insight can inform your search marketing efforts, and lead to targeted keyword generation, landing page selection, and content development.”
Not only can this help to develop your online keywords and creatives, it can also help to build your entire marketing campaign – online and offline – by understanding the conversations that occur around your brand and your brand concepts.
Questions or comments? Feel free to leave them here or check out Reprise Media folks on Twitter.
