Search, both paid and organic, is an indispensable digital marketing channel. Search signals substantial user intent. Someone who searches for “women’s hiking boots” is probably in the process of looking for a pair of hiking boots to buy. Someone who searches for “web design company” is most likely trying to find a web design company to do work for them.
For a long time now, we digital marketers have been accustomed to thinking of search as the discovery mechanism. And while there’s no denying that search is a critically important means of discovery, it’s worth noting that it isn’t the only one. Increasingly, social channels are becoming destinations where product and brand discovery happen.
The other thing we digital marketers are accustomed to thinking is that social’s main functions are branding and encouraging loyalty through customer engagement. Social is, in fact, a great way to for brands to accomplish both of those goals, but it is also a worthwhile avenue for discovery.
In a survey done last year, 29% of respondents said they use social networks during the discovery phase of the purchase process. Read the full article by Paige Weiners
