Strategic Account Manager Digital Sales (Current Employee) – Farmington, CT – July 20, 2015
Search is more efficient on “intent” based campaigns – the procedure, condition and service line campaigns. Harder Call-to-Actions - for search to work, the user needs to take the first step.
In broader campaigns search isn’t as effective as the user doesn’t know they should be searching to get tested for something they didn’t know they could get. This requires more education where display/social awareness pieces are more effective.
Social is best used for a nurturing element, to teach and be the initial engagement with the user Softer Call-to-Actions
Posts will promote searches in the future Display (ads, mobile, video etc.) is best used as a compliment. It lacks the intent and/or level of engagement that search/social has Can work to influence both – to promote searches and reinforce social engagement