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Social vs. Search: Which Is the Winner? [Slide Show]

by Christian Gulliksen |

November 29, 2012

| 23,035 views

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"While there are many differences between search marketing and social media, and each has its strengths, both are essential in marketing today," according to an infographic from MDG Advertising.

The trick, of course, is knowing when to use each in your marketing and how to combine their power for maximum effect.

Lead Generation

Search is the clear winner in B2B and B2C lead generation—a mix of search engine optimization (SEO) and pay per click (PPC) advertising will do more for lead gen goals than social, according to MDG.

Brand Awareness

Social, however, is better suited to brand awareness—its top benefit, according to Social Media Examiner. Search can raise brand awareness, but to a lesser degree.

Local Visibility

Search, meanwhile, claims the local visibility prize: When searching for local restaurants and businesses, people are far more likely to consult Google than to check Facebook.

Interactivity

Because social is built around the concept of interactivity, inherently it's what marketers turn to as their chief means of interacting with prospects and customers.

The Real Winner: A Combined Strategy

Don't think of it as search vs. social, think of it as search + social. "When paired up in a comprehensive marketing plan, the two can reinforce each other and contribute to a company's overall marketing success," concludes MDG Advertising.

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Christian Gulliksen is a writer who has authored several of the Get to the Po!nt newsletters for MarketingProfs. A former editor at Robb Report, he has also contributed to Worth, Variety, and The Hollywood Reporter.

Brand Awareness, Integrated Marketing, Interactive Marketing, Lead Generation, Local Marketing, Location-Based Marketing, Marketing Strategy, Search Engine Marketing, Social Media

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