Gartner Research

Six Considerations When Integrating Paid Media Into Social Marketing

Published: 22 December 2014

ID: G00264684

Analyst(s): Jennifer Polk , Julie Hopkins

Summary

A decline in organic reach on social sites, changing media habits and growing pressure to deliver business results have led to an increasing use of paid media in social marketing. Social marketers should use this research to inform paid media strategies and investments.

Table Of Contents
  • Key Challenges

Introduction

Analysis

  • Define the Role of Social Advertising in Your Social Strategy
  • Allocate Budget to Paid Media for Social Marketing
  • Evolve Your Social Marketing Team Structure and Skill Set
  • Establish Key Performance Indicators That Link Media Spending to Business Results
  • Evaluate Marketing Technology to Support Paid and Earned Media

Gartner Recommended Reading

©2020 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Become a client

Learn how to access this content as a Gartner client.