MediaRunSearch notes that companies must "learn to cope with the blurring boundaries between social, display and search marketing, an expert has predicted. Andy Betts, digital marketing strategist, has told Econsultancy that professionals specialising in website marketing are facing a number of new challenges as a result of this transition. He said the growth of social media optimization, which blends search engine optimisation (SEO) techniques with social media platforms, shows this weakening barrier between disciplines and suggested that ongoing developments continue to have this effect.
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