For years, marketers were laser-focused on their paid media strategies for social media platforms like Facebook and Instagram. What started as a playbook from direct-to-consumer brands looking to quickly acquire new customers and continue to scale became a standard practice for major marketers.
Of course, the paid media landscape has dramatically changed in recent years with the rise of TikTok, two years of Apple’s ATT and other various privacy shifts. Those changes are coupled with a difficult economy that has marketers looking to cut costs where they can. It’s no surprise then that marketers have expanded their aperture to focus not only on paid media but also to revamp their organic strategies, according to agency execs, who say that marketers are asking more questions about organic now.
Read more on Digiday.