What is paid digital marketing?

A great way to understand what paid digital marketing is, is by comparing it to what is called “organic” social media marketing.

When doing organic social media marketing, a business will create social media content about their products / services and post it to their business’s social media page(s), with the intention of the photos / videos hopefully being seen by their target customers, and in turn persuading them to do business with them.

However, there are several issues with this, these being:

• It is very difficult for business content to get views on social media, as these platforms are dominated almost entirely by entertainment content. This is the cause of most business social media efforts failing.

• In order for marketing content to succeed on social media, it usually has to meet a standard of being entertaining, which in turn usually undermines the very marketing messaging in these posts themselves.

• Due to the substantial effort and time cost of producing social media at the level of quality that’s necessary for it to be successful, the cost usually does not outweigh the reward.

Now, what paid digital marketing is, is where businesses leverage the almost hidden professional advertising software available to businesses on these same platforms to create very effective marketing-oriented content, then detail their target customers, and pay for the social media platforms to go to work promoting your marketing content directly to your target customers. This creates real results that you can witness in real time, and often much more affordably than organic social media.

The only thing is that this software is highly specialized and confusing, and difficult to use, which is why many businesses partner with someone to run the ads for them at an affordable cost.