As Facebook has entered the mainstream marketing mix, marketers are having to decide how much of their budget to divert from other channels into social campaigns.
Because search gets the lion’s share of a digital marketing budget, it might seem like the most likely candidate for a cutback — after all, there’s usually so much of it. But marketers might want to think twice before jumping to that conclusion, because it may very well be a blind leap of faith.
In the last year alone, the only thing more impressive than Facebook’s growth has been the buzz around it. Users, page views, estimated value, and a Hollywood blockbuster all seem to point to “the next big thing” — something that all marketers should want to be part of.
In reality, Facebook marketing offers a very different value proposition from search marketing, and results-driven marketers can still get a much better return our of search than they can out of social.
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