Sunday, June 28, 2015

Which Paid Social Advertising Platforms Are Most Effective?

Social media marketing is rapidly evolving. In the early days, it was a fashionable yet risky strategy reserved only for cutting-edge businesses willing to step out on a ledge for a communicative advantage over the competition. In the years following, as more platforms became available, and the number of users exploded, social marketing was a “must-have” peripheral strategy for every business in the country—and because it was free, everyone wanted to be a part of it. Now, we’re turning the corner to a new era of social marketing: the era of paid advertising.

Social media platforms recognize the sheer power of the information they have access to, as well as the brand recognition and prominence necessary to take advantage of it. While several platforms offer more diverse ways of paying for targeted advertising, the platforms you choose will have a significant impact on your eventual outcomes, but with so many options available, it’s difficult to know which is best for your company.

You might ask yourself, “isn’t organic social marketing just as effective?” Well, using social media in a more conventional way—that is, as a communication platform to share content and updates from your brand is still free, and it’s still effective to some extent. With enough effort, you can easily build a large audience, gain more web traffic, and ultimately get more conversions. However, social platforms are starting to downplay the prominence of organic posts in favor of promoting their advertising plans—for example, for pages with more than 1 million likes, average organic post reach only amounted to 2.27 percent in April 2015.

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