Search Engines have been part of the online resource or database for years, and yet they are successful and highly reliable source for finding information. The arrival of Social Media definitely got huge attention of people, as it is now such a huge industry that it can parallely be used to find information required as well.
Before the existence of Social Media, internet users preferred to use search engines to find any information or data about anyone or any organisation. Over the period of time, now the internet users have started engaging themselves with social media. Now they have a tendency to look up for information or resources from social media rather than going through the orthodox way of search engines. Which makes both the parameters of the internet marketing equally important.
If we compare both the ways, search engines have the monopoly of indexing any information or resources that can exist, but it is not directly in contacts with the concerned profiles or concerned information, whereas social media is breaking all the old school rules and giving opportunity to people to be far more direct. One of the sole reasons why many of the companies have gone through this way of spending they money on advertising through social media and actually showing the real users what they should be spending their money on. This is a slow and steady transition that has happened over a decade.
After a long review of both the sides we have come to the conclusion that both Search and Social have their own place but they are better than each other for certain marketing campaigns.
Creating Brand awareness and popularity would definitely be achieved much better using Social Media Campaigns, where as the website needs lot of lead generation and audiences search engines are the best way to achieve that. To elaborate, increasing the brand awareness, subscribers and traffic would be best achieved using the Social Media, and increasing the traffic, lead generation and to a certain level brand awareness would be best achieved by the Search Engines.
Social Media Campaigns can directly interact with people and can definitely be the best way to become more interactive, where as search engines are good for the local business visibility. Social media is more direct which is why it can be more interactive in nature, but at the same time, search engines are more reliable to achieve the local business.
Now that we know both of the campaigns can be equally important, the next step that we can certainly envision would be the merge of SEO, SEM and SMM. With Search Engine Marketing, they have already merged the CPC PPC and SEO Campaigns. It would be great to see how SMM can be merged with these two most popular digital marketing campaigns to create win-win situation for both Search and Social.
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