Large corporations are being forced to change how they advertise on Facebook. Almost 2/3 of digital marketing dollars are spent on Facebook or Google. Their "walled gardens" limit the amount of data and analytics advertisers can access to track their performance. Considering the amount of money many companies are spending to advertise on the two behemoths, I'm surprised it's taken them so long to adjust their strategy.
While many companies are publicly making noise about their need for better metrics to track their performance, many companies are not. I think we'll slowly see more companies voice their concerns and begin to demand more data for their advertising spend. Once again, the power of digital marketing is transforming how companies, and their vendors, are reaching their consumers. Facebook and Google have a lot of leverage, but in the end I think they'll move a little to appease their large companies regarding advertising spend and the metrics they provide.
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