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3 Things Marketers Get Wrong With Expansion

Ask any Chief Marketing Officer if they want to keep most of their advertising spend and resources within the twin-tower ecosystems of Google and Facebook. My guess is that nearly 100% of them will give some sort of “no,” even if those are the only channels where they’re currently spending.

Expanding advertising channels beyond those monopolies is an established best practice for a few good reasons — the biggest being that high-value customers can be engaged for lower costs elsewhere, online or otherwise.

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