When performance marketing agendas and brand marketing goals compete inside an organization, it can result in wasted ad budgets, lost sales opportunities, and demotivated industry professionals.
The influencer market has never been more saturated. From your standard foodie influencer to your niche farm wife influencer, it seems like there’s a creator for almost anything. According to Business Insider, brands are projected to spend $15 billion on influencer marketing by the end of 2022 as the strategy continues to see a return.
The Stop Hate for Profit website is direct in its condemnation of Facebook as the facilitator of hate and disinformation: “Hundreds of businesses are standing together to support our deeply held American values of freedom, equality and justice and as a result, are pausing advertising on Facebook’s services.”
Think about the past three months: The world has undergone a massive health crisis. A social revolution is marching for equality in the streets. Organizations have pivoted to remote workforces nearly instantaneously — creating friction in normal working rhythms. Virtual work has increased the need for self-direction and self-motivation amongst employees.
Marketers rightly expend considerable intellectual energy devising ways to sell more to their best prospects. But one key lever is often overlooked: smartly allocating budgets between national and local media. How you determine this split can make the difference between focusing on consumers who will buy from you, and wasting money on those who never will.
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