When I first joined the ADMA expert group for social media, there was a separate expert group for search. But as we met and discussions flowed, it seemed obvious that the two should merge. After all, when it comes to all things digital, search and social were – in most cases – essential collaborators. Or should be.
In many cases, however, search and social are kept at arm’s length – each claiming digital marketing top spot.
There is no doubt, however, that combining search and social has a much more powerful impact on almost any of your metrics. And with Google’s recent announcement around shared endorsements, this impact will become more formally entwined. Those who continue to resist social media’s siren call, or who keep the artificial silos in place across their marketing teams, will start to see performance of both search and social flounder.
The only way ahead for digital is integrated. And for 2014, you can expect this to accelerate and broaden. It’s time for the walls in your marketing silos to come down – and this is the year to do it as this infographic from Prestige Marketing shows.