Take a look at your company’s digital marketing team. You likely have people dedicated to paid search and people dedicated to paid social. While both can assist with upper-funnel approaches such as creating awareness and driving consideration, they can also both drive conversion. However, it’s rare to find these two teams working together, even though their goals are closely aligned.
Considering that these two teams are often siloed within an organization, it can be hard to conceptualize how search and social could offer one another valuable insight to improve performance.
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