Episode 37: Taking B2B beyond the Big Three: Running Paid Social on Smaller Networks with Andrea Cruz

A lot of attention is given to the largest ad platforms (Google/YouTube and Facebook proper, along with Instagram & WhatsApp) – eMarketer says this duopoly accounts for two-thirds of all digital advertising.

If you include Amazon, whose market share is somewhere in the teens and should be in the 20s soon, over 80% of all the money paid to reach buyers is spent on three platforms. Does it make sense to take our advertising beyond these big players to smaller networks, that account for only one out of every five? Our guest, Andrea Cruz, says yes. A Manager with Boston-based agency KoMarketing, she feels these lesser-known Social Networks pose a great opportunity for B2B advertisers. In this show, she will talk about three networks, and how it takes a different approach to campaign on them successfully. 

Persons, concepts and products mentioned:

Episode Reboot

Don’t go too big, don’t go too small. Try to go for a medium-amount of data so you can learn.

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