Around the Net
How Paid Search 'Harvests' Demand
- ClickZ, Friday, November 11, 2011 10:48 AM
Kevin Lee presents an argument for paid search vs. paid social campaigns. He tells us about social media fatigue, ideas on harvesting demand rather than creating influence, and why "Likes" remain a terrible success metric. One of the more interesting -- but obvious -- points made is that marketers target social media ads based on profiles, not behavior, so the likelihood remains high that social site members will see the ad repeatedly, which can eat away at the budget and cost brands more than the conversion.
