Monday, February 10, 2020

Hidden Costs of Social Media Marketing

Michael Farmer cautions advertisers to be aware of the hidden costs of exploiting online and social media. Advertisers in traditional media, such as print, radio or TV, were familiar with what a campaign entailed. But the online scopes of work expanded into "banner ads, email marketing, Facebook posts, Instagram posts, mobile marketing efforts, and website development." The big advantage of online campaigns is the near instantaneous and increasingly granular feedback that can inform the refinement of campaign messaging to different niches. This advantage, though, requires exponentially more interaction between the client and the ad agency.

Agencies and their clients are overwhelmed by the need to communicate and deal with one another — to plan, obtain approvals, carry out work, calculate ROIs, and readjust after results have been analyzed. It's talk, talk, talk, negotiate, approve, reconsider, talk, talk, talk.

Working with an online media agency is less of the one-off, arms-length ad purchase contract and much more of an ongoing relationship. To get the most out of the relationship, clients need to make investments in the relationship, such as possibly recruiting digital/social experts. These are costs not all those new to online advertising will foresee.

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