As a marketer, you deal with a lot of interference in how your message reaches customers. It can be a daunting task to get your content to the right people at the right time. Before the internet, marketers and advertisers pushed through all kinds of barriers. They did numerous studies, polls, market surveys and more to try and find the perfect placement and creative. Then, the digital age came along. With Google then Facebook and others, marketers and advertisers thought they saw the glimpse of a shortcut. Maybe there was, but even so, that shortcut has now closed.
This includes seeing the brands you use every day (for example, your toothpaste and shampoo, clothing and car) but also paid ads. From streaming radio services to sponsored podcasts, in-page and pop up ads online, and not to mention sponsored posts from influencers on all your social media channels. That’s a lot of brand awareness where everyone is competing. In fact, you’re up against not only your direct competitors but anyone or thing trying to get your customers’ attention. Anymore, these ads are served by algorithms that dictate who, what, and when.
This process, while effective, is expensive and time-consuming. In fact, CPC ads are losing a lot of ground. You probably want to include ads in your strategy, but you can’t depend on them to do all your work.
One reason why Facebook will be prioritizing posts from family and friends over public content from Pages is that they believe a person-to-person connection is more valuable than a person-to-page connection.
From changing how timelines display content (Instagram) to revamping algorithms to favor one type of content over another, one thing is constant about social media: it’s a moving target for marketers. And it seems like once we get a handle on one system, the algorithm changes again, and we start over. What if you could leave the “feed” game altogether and still reach your target audience? It’s possible if you crank up your one-on-one interactions. But that will take some planning.
The rise in influencers is directly related to the previous point—they are cause and effect. Brands have reached out to influencers to create these “person-to-person” connections. But now what does your audience see? Just more ads. It’s getting to the point where these posts mean nothing, just like the ads and page posts that came before them. Influencers are problematic for a number of reasons, and we think you can do a lot of that work on your own.
By using hybrid AI and one-on-one interaction, KickFactory can help your brand get the most out of your marketing and advertising dollars. Our system allows you to identify, engage, and direct your in-market customers directly. No ads, algorithms, or influencers needed. Want to find out more? Contact us today, we’d love to give you a free demo.advertising, Advertising Influencers, Facebook, social media, Twitter