The Interplay of Social Media & Paid #smx
Chris Copeland, CEO, GroupM Search, The Americas
We were in a media delivery world, but now a media discovery world.
Consideration funnel
- Awareness
- Consideration
- Preference
- Action
- Loyalty
Three forms of media today
- Paid
- Owned (website, PDFs, white papers, videos)
- Earned
Graham Mudd, Vice President Search & Media, comScore, Inc.
- Heavy searchers tend to be heavy social media users as well
- Social media users tend to be:
- younger
- more educated
- enthusiastic
- use internet more than non-social media user - “exposed consumers” two times more likely to search
- influenced social + paid = significant CTR increase down the funnel
- searchfuel.com - white paper of research
John Antognoli, Senior Director, Account Management, M80
Tags: Pay Per Click (PPC), smx, smxeast, Social Media