Stacy Smollin Schwartz was surprised that many social marketers have yet to begin paid promotions published in EContent

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Date: 
Wednesday, December 14, 2016
Location: 
Newark and New Brunswick, NJ

EContent

The free lunch is over, social media marketers: prepare to pony up and devote even more of your budget to paid promotion on Facebook, Twitter, Snapchat, and their ilk. That's the conclusion reached after digesting the findings of Gartner's "Digital Channel Survey 2016: Social Marketers Expand Tactics for Results."

Stacy Smollin Schwartz, marketing department instructor at Rutgers Business School, says free social media marketing has created an echo chamber where consumers are only exposed to those brands with which they already interact. “Those brands need consistent interaction levels in order to stay consistent in the conversation with their existing followers,” she says. “In order to reach new consumers and ensure that current followers see their posts, marketers will need to supplement their presence with paid advertising.”

Schwartz adds that she was surprised to learn from the Gartner report that so many social marketers have yet to begin paid social marketing efforts. “It is quite shocking to me that so few have ever experimented here. They will be blown away when they see the targeting and analytics capabilities of the tools available when they are willing to pay a little for the exposure,” says Schwartz, who recommends that first-timers to paid social try a “test-and-learn” approach whereby they spend a small amount on several short-term placements—as little as $20 per ad per day for smaller companies.

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TAGS: Digital Marketing Executive Education Stacy Schwartz