After years of increases, social media spending declined in 2019. The CMO Survey saw a drop in social media spending to 11% of marketing budgets from a high of 14% in 2018. Why? The authors suggest, “… despite massive financial investments, social media is rated as contributing only moderate value to company performance (3.3 on […]
Multichannel social media strategy: Social media is no longer a small experimental part of marketing. Social media spending represents 15% of marketing budgets and is expected to increase to nearly 25% in five years. Social media is also seen as an essential part of digital marketing which has surpassed traditional with digital ad spending reaching […]
A recent Adobe survey of business leaders indicates “better use of data for more effective audience segmentation and targeting” as a top priority for marketing. What is it and how do you do it? Qualtrics defines market segmentation as “the practice of dividing your market into approachable groups … subsets of a market based on […]