• ClickZ, Friday, January 3, 2014 10:52 AM

Kevin Lee points to unique challenges B2B online marketers have when moving from search engine marketing campaigns to social media. He explains the nuances and how to overcome them. In paid-search campaigns, for example, keywords used by consumers and business buyers are often identical, and even dayparting and geotargeting only increase the odds that a campaign will attract a business searcher based on critical keywords. Social media presents even more challenges, per Lee. While social targeting options provide benefits, there are tradeoffs. He explains. Read the article here.

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