eMarketer reported last week that data from comScore, GroupM and M80 indicates there is a clear link between social media marketing and consumers' response to paid search advertisements.

Results from this collected data show that the use of social media and paid search as a combined marketing strategy is more effective in attracting consumers than paid search alone.

The article states,

The research firms found a 19-percentage-point lift in searches on the campaign brand among users who saw social media relevant to the brand in addition to the campaign’s paid search ads compared with those who were exposed only to the search placements. And there was a further 13-point lift among those exposed to social media influenced directly by the brand.

Interestingly, consumer exposed to paid search and social media also had a 50% increase in click-through rates on paid search ads.

When developing your paid search program, think about how it can tie into your social media efforts. Linking these two strategies together makes sense in terms of brand consistency and reinforcing product messaging and the relationship you want to build with your consumers.

After all, the key to social media marketing is to build relationships with your target audience. You want to pique their interest enough (through dialog using social media) that they want to learn more about your brand and/or products (through search). With the ultimate goal of course to attract and engage customers loyal to your brand.

I'm interested to hear whether any brands out there agree with these findings and have found success using this combined marketing approach.