Speaking to what the future of paid media/search marketing will look like at a company like IBM, and what that means for marketers/future marketers. Having “grown up” in search marketing, I had a strong appreciation for keyword targeting early on. Then, about five years ago, my corporate responsibilities led me to take on social campaigns, and I fell in love instantly.
Quite often, I’m asked about which is better for companies, and, with very few exceptions, I’ve found myself giving the same advice: “You absolutely should be doing both!”
I hope as a result of this article, marketers will put in the effort to practice both disciplines, as well as understand the value that they both bring to the table.