The article discusses a State of the Industry Report indicating that publishers are increasingly depending on paid social media as organic reach declines. While this method is seen as cost-effective for media companies with limited budgets, it demands strategic execution. It highlights the necessity for data utilization, testing, and careful design of campaigns to overcome challenges and achieve specific business objectives. The report also shares insights collected from a survey of 105 publishers, showcasing their experiences and strategies in navigating paid social media marketing.
Generally, media companies don't have a ton of money to spend on paid marketing...social is a really efficient channel. They can't typically afford a big display or branding budget.
To successfully manage paid social campaigns that deliver impact...teams need a strategic approach that combines leveraging data, testing and thoughtful campaign design.
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