Published: 28 February 2024
Despite paid social media’s proven ability to support demand and lead generation, product marketers often struggle to address the roadblocks emerging from the ongoing evolution of social media channels. Here, Gartner details the most common challenges faced and the solutions that can overcome them.
Paid social advertising is one of the top three marketing channels for budget allocation and for generating large numbers of marketing-qualified leads; however, it often “misses the mark,” resulting in poor return on investment.
Messaging that does not align or connect with the buyer at the correct stage of the buying journey risks wasting ad spending; giving the right message at the wrong time risks alienating prospective leads.
Multiple social media platforms offer a variety of ad formats and targeting capabilities that make the selection process complex and can easily result in incorrect formats that could limit success.
To ensure
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Analysts:
Sarah Brennan, Viharika Peddi, Serena Mushigo
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