Boundaries Between Social And Search Marketing Blurring

Companies are going to have to learn to cope with the blurring boundaries between social

, display and search marketing, an expert has predicted.

Andy Betts, digital marketing strategist, has told Econsultancy that professionals specialising in website marketing are facing a number of new challenges as a result of this transition. He said the growth of social media marketing, which blends search engine optimisation (SEO) techniques with social media platforms, shows this weakening barrier between disciplines and suggested that ongoing developments continue to have this effect.

"Real-time search is already having an impact on SEO as fresh/real-time content leapfrogs relevance, especially for news related searches. SEO companies now have to ensure they optimize for fresh content and not just relevance," he explained. Mr Betts claimed that the ability to post direct and indirect links on sites like Twitter while producing content and pages that lead customers to a company's social media pages are examples of this crossover. In addition, each channel can be used to capitalise or for harm reduction if a story is ranking highly in the other. He used the example of BP as when issues break on social media websites the company can even respond by increasing their paid search spend as a result.

He explained that, while search engine optimisation works by producing content relevant to an internet user's intent, social media can have a really strong role to play in increasing distribution and exposure to a company's materials.

Mr Betts added: "SEO insight and social media campaign management used together allows presents marketers, advertisers, and PRs (PR and social media) a vast array of opportunities." He told Econsultancy that the inevitable result of a rapidly-converging of search and social media marketing will be the growth of real-time search, as well as a growth in real-time bidding and demand-side platforms will enable an even greater level of integration.

Earlier this week, Eric Schmidt, chief executive of Google, claimed that the company's dominant position in the search engine market is good but that the company aims to unveil automatic search in the future, which could create even more demand for search engine optimisation services.

by: Mediarun-Alex Wares

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