April 10, 2020

3 Common Mistakes Companies Make With Their Social Ad Strategy

Social ads take amount of work, but done correctly they can significantly impact ROI.

4 min read

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With 97 percent of digital consumers on some form of social media, you can’t afford not to invest in social ads. And with the latest forecasts predicting a 20 percent rise in social ad spending (up to $4.3 billion) in 2020, you also can’t afford to make mistakes on your social ad strategy. Just because everyone is jumping on the opportunity to advertise socially doesn’t mean it should be done hastily. First, acquaint yourself with strategies that will ensure your ad spend is successful. 

One of the best ways to make sure your strategy is sound is to know what not to do. The following are the most common mistakes that companies make with their social ad strategy. Avoid them and you’ll

In a crisis, companies must know their purpose

A crisis brings values to the fore. Though executives were talking urgently about the purpose of business before COVID-19, the topic is even more important now. Organizations across all sectors have a part to play in the shared goal of flattening the disease’s growth curve. At healthcare organizations, of course, employees are aware of their critical role. But the same mentality extends to enterprises of all types. Scholastic is creating new at-home teaching materials. Clorox is expanding production capacity of and consumer access to germ-killing products. And just about every food retailer is staying open, despite the danger, to ensure that basic nutrition is available. Other companies are stepping up in their own brave ways, guaranteeing employee salaries during shutdowns, giving paid leave to factory workers with children who would otherwise be stranded at home, and repurposing production lines to focus on the most needed life and safety products.


Equity and credit markets can retest recent lows, warns Chris Wood

Equity and credit can go back to their recent lows, and probably slip even further if the infections caused by the (Covid-19) pandemic do not peak out by April-end, wrote Christopher Wood, global head of equity strategy at Jefferies in GREED & fear, his weekly note to investors.

“In the unlikely case where infection rates do not peak out by the end of April, stock and credit will re-test recent lows and worse. At that point, there will be growing pressure for people to return to work because at a certain point the negative impact on the economy and people’s general livelihood becomes a bigger negative than the disease itself,” Wood said.

Over the past few weeks, Covid-19 hit, stimulus buoyed markets world over have risen close to a ‘bull phase’, typically defined as a rise