March 26, 2024
3 mins
In a tighter market than ever before, marketers are having to cut away the fat of excess spending, in order to focus efforts on the drivers of real ROI.
But sometimes we can be too scared to slash at sacred cows, partly because we’re entrenched in the ways we’ve always done things, but also because it can seem like an unnecessary shift that might cause a disruption to your business.
If we’re doing marketing cattle, Meta definitely has to fall into the sacred variety. It’s a monolithic beast that almost every marketer has spent their crucial advertising budgets on. But recently, it's not the reliable, low-cost platform that it used to be.
Historically was an incredible way to drive new business, but that relied on their budget-friendly reach and clear targeting. But with changes to the market over time, those core benefits aren’t actually assured anymore, something that Data from HubSpot’s State of Marketing Report has unearthed…
The fundamentals at play here are that these advertising platforms are hoovering up smart marketers’ budgets, but not actually delivering the results they promise. There’s three core reasons for this:
1) Fluctuating costs in programmatic advertising which have steadily creeped up year-on-year
2) The move towards more privacy-first legislation has left these businesses floundering in a sea of murky data, because they’ve not built upon a model that can thrive without intrusive practices
3) The shift from a platform that ‘sort of does the job’ requires confidence that the next platform will be any different.
All of which is fair enough. If you were thinking of ditching Meta to swap to something like Pinterest, that could be categorised as mildly unhinged behaviour. But FanFinders aren’t Meta, and we’re definitely not Pinterest either!
We build long-term partnerships with huge global brands because we do what the others simply can’t (or won’t do). We deliver ROI time and time again. It’s baked into the structure of every relationship we have.
And whilst other platforms are vulnerable to scaling privacy legislation, we’ve been privacy-first since day one. That means we’ve exceeded data laws even before they were legal requirements. As such, our communities are built on ethical foundations that aren’t liable to fall apart on the dotted line of a new law.
We're experts at scaling brands across multiple channels by connecting them to our engaged communities.
We don't do empty promises. Just quality connections.
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