"Over the last couple of years, the most interesting thing I have noticed when studying the brands dominating in the digital era is that most of the successful new big market disruptors - those making millions of dollars a month from online ads alone - have risen to fame thanks to their own internal marketing teams. This is especially true for those in the e-commerce space, who have grown predominantly through Facebook advertising."
"Why are not these Facebook "unicorn" success stories as common amongst clients managed by agencies? It was only a few years back that Facebook was seen as the channel for engagement and page likes. The introduction of custom audiences, pixels and dynamic ads transformed what Facebook could offer for performance marketing. However, it is a lot faster to innovate than it is to change market perceptions."
Many successful new market disruptors in the digital era have risen through in-house marketing teams, particularly e-commerce brands that scaled predominantly via Facebook advertising. Facebook evolved from a channel for engagement and page likes to a performance-marketing platform with custom audiences, pixels, and dynamic ads. Market perceptions were slow to catch up, so larger agencies allocated only small percentages of budgets to Facebook, resulting in less platform attention and lower auction competition. Smaller brands exploited that opening to scale profitably through aggressive social ad spending. HiSmile and The Fox Tan exemplify brands that scaled globally by prioritizing Facebook advertising.
Read at The Drum
Unable to calculate read time
Collection
[
|
...
]