When Should I Invest in Paid Advertising?
Artists are always exploring new entrants and models for revenue, with automation tools enabling the development of customer relationships whilst retaining them for profit. Paid adverts and sponsored posts have been increasingly vital in battling the algorithm and providing more visibility to content on social media channels. In the latest episode of Digital Dissect, Rob Nancollas, Digital Marketing Manager at Motive Unknown, explain the process of creating and implementing an advertising strategy, the tools and techniques required to do so and how to set a budget for your goals and objectives.
Motive Unknown are a digital marketing consultancy company helping artists grow and forge better connections with their audiences. They creative innovative marketing strategies backed by advertising spends that maximise the reach of creative ideas to support the revenue success of albums. Some of their most notable works in the past few years include IDLES number one album ‘Ultra Mono’, Passenger’s thirteenth studio album ‘Songs For The Drunk And Broken Hearted’ and Laura Marling’s wonderful album ‘Song For Our Daughter’.
Whilst exploring how innovations in media, data and marketing technologies have enabled a change in competition across markets with the ability to reach millions of new users through targeted ads, we touch on the attention economy and how data has been vital in excluding people from advertising as much as it is, to temper expectations around being forced content upon you online.