Saturday, November 28, 2009

Search Users Seek, Social Media Users Discover.

Seek and ye shall find…. on Google.

The use of search engine marketing (SEM) & search engine optimisation (SEO) by advertisers and brands continues to grow as a highly effective way to reach consumers that are actively seeking products and services.

SEM & SEO are proven channels for capturing user intent and delivering highly relevant traffic to your website with measurable and demonstrable ROI.

But what about consumers that are not actively seeking your product or service? How do we assist these consumers to discover your brand, build awareness and influence consideration?

Social Media with its conversational nature provides the perfect vehicle for brand discovery, after all, what better way to build awareness for your brand than good old word-of-mouth from trusted referrals. At when it comes to down to it, Social Media marketing is essentially word-of-mouth marketing on steroids.

A recent research report from comScore demonstrates very clearly how Search and Social Media interplay to influence consideration and consumption.

Some of the key findings of the report include:
  • Consumers who are exposed to brands influenced by social media and paid search advertising are 2.8x more likely to search for that brand’s products in comparison to users who only saw the brand through paid search.
  • 50% CTR increase for paid search when consumers were exposed to influenced social media and paid search.
  • Searches related to a brand’s product name saw a CTR increase from 4.5% to 11.8%when users were exposed to both influenced social media and paid search around a brand.
  • In organic search, consumers searching for a brand related keyword, who also has exposure through a branded social marketing campaign, are2.4x more likely to click on organic result.
  • Consumers exposed to both a brand’s influenced social media and paid search, spent almost 3x more time online than the average consumer.
Together search and social media are redefining the way consumers discover, consider and align with brands.

Advertisers with an integrated Search and Social Media strategy will see their brands flourish in this new era of consumer media, while advertisers that continue to develop their Internet Marketing strategies in silos will see inevitably see their market share wilt away.

What do you think? Have had success with integrating your Search and Social Media strategies? Let us know.

This article was posted by Matt Forman. Matt is Google AdWords & Google Analytics certified and Managing Director at Traffika. You can follow Matt on Twitter @mattforman.

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