GroupM Search and comScore Release Study on the Interplay Between Search Marketing and Social Media

GroupM Search and comScore, Inc. announced the results of the first study ever conducted by comScore looking at the relationship between social media exposure and search behaviors. Conducted in tandem with social media agency M80, the study, “The Influenced: Social Media, Search and the Interplay of Consideration and Consumption,” reveals the dramatic correlation influenced discovery of brands through social media has with search behavior, including more lower-funnel searches and increased paid search click-through-rates (CTR). A white paper exploring the results and implications of the study is available on the GroupM Search blog, SearchFuel.

“Every day consumers express their intent via search. Now, we better understand how that intent is established via social media and the interplay between the channels,” said Chris Copeland, chief executive officer of GroupM Search – The Americas. “There is a valuable audience for advertisers to focus on who are engaged with brands through social media and search. The study further validates our view that media discovery, specifically a brand’s owned and earned media, is as important to success as the paid media we handle every day. Generating upper-funnel awareness and influencing consideration through social media can produce better down-the-funnel performance with paid media, such as paid search.” Download the complete study via the SearchFuel portal