Many companies are consumed by clicks and Facebook's VP of Market Science, Brad Smallwood, challenges that theory and suggests people measurement versus platform measurement is more important.
FB is trying to get advertisers and marketers to focus on people as opposed to platforms. Instead of saying "I have $150K to spend on Instagram" FB sales are encouraged instead to recommend: "I have $150K to spend on getting my message in front of this type of person, regardless of platform".
There is far more data and it should be used to implement a far better marketing strategy than 'pay per click'.
Youtube interview here: https://www.youtube.com/watch?v=TDCzuVJk0UE
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