I think MDG Advertising was trying to make some of us throw a gasket when we read the title of this infographic video they put together, Social vs Search Smackdown: A Battle of Internet Marketing Titans. But, alas, they come to their senses by the end of the video.
When we started our agency, the industry was littered with specialty agencies. In fact, the first piece of advice I received from an agency owner was to specialize. That was in direct opposition to the exact reason why I started DK New Media – was because everyone was fighting over each other's budget and no one was looking out for the client. A given CMO was fielding calls from Email vendors, SEO vendors, Social Media vendors… not to mention traditional marketing vendors. And they all brought stats to the table to support why you should spend more with them.
The digital marketing strategies that work best aren't versus, they all should work together. Email recipients returning and engaging socially, social media generating conversation online that generate citations and backlinks, which in turn improve your ranking. Then your ranking on relevant keywords gets in front of folks that are researching and ready to buy. The question isn't which one you should use, but how you should check and use each.
You almost got me MDG! Nice job.