Developing a coherent campaign across multiple advertising mediums, including search engine marketing and social media, will be an important marketing tactic in 2011, one expert has claimed.

Search Engine Watch's Gareth Owen stated that as social media now impacts on the rankings provided by sites such as Google and Bing, there are many opportunities to integrate this into a company's search engine optimisation (SEO) strategy.

He suggested those looking to raise their brand profile for specific goods could take advantage of bloggers to generate link building to an organisation's site.

Similarly, a well-run and engaging Facebook profile that generates a lot of followers may also be a strong element in getting search engines to pick up links, Mr Owen added.

"The point is that SEO … will be more influential as part of a campaign-led marketing strategy," he explained, rather than as a standalone process.

Recently, Mark Batchelor, managing director of Markman OTW, was another analyst to stress the growing importance of social media promotions, saying they would drive advertisers to be more creative in their approach.

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