El Segundo, Calif.

Heather Fletcher is senior content editor with Target Marketing.

BrickHouse Security has mighty, mighty paid and organic search marketing results. But that wasn't always the case for the New York-based security and surveillance solutions provider. Before BrickHouse hired Wpromote—an El Segundo, Calif.-based online marketing agency—in February 2013 to optimize its paid and organic search, results were a bit weaker.

Social may seem like an interloper at the search party, but it actually brings the party, say the presenters of "The Psychology of Social Commerce" session at SES New York. As far as 66 percent of shoppers are concerned, social networks are the first place to start searching when considering a product to buy, says Dana Todd, senior vice president of marketing and business development at Chicago-based SEM firm Performics.

Marketers who are gung-ho about search engine optimization often enter full-force into corporate blogging. Regular original content does help their SEO and their customer relations management efforts, but it's possible to burn out or encounter other logistical problems.

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