Search and Social — Is the Tail Wagging the Dog?
People go to Google when they already know what they want. People go to Facebook when they are bored.
When social media first became a meaningful marketing channel, the conventional wisdom was marketers should use their search data to inform social strategies. For example, a rainstorm might cause rain boot search queries to spike.
The thinking was marketers should then go beyond Google with ads for rain boots and employ a strategy of blanketing the Internet with ads for in demand products. The problem with this strategy is it lacks an understanding of Facebook’s true value as a marketing platform.
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