The Ledger
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Sherman: Broad targeting now outperforms granular audience targeting on Meta and Google
“Facebook posts iOS, 14.5 and for privacy concerns, kind of for broad is better in a simple, simple way. You set up campaigns where you're targeting the entire country and optimizing towards conversions. Similar with Google where you used to have pinpoint keywo…”
Sherman: E-commerce performance marketing now relies more on storytelling and branding than ever
“And I think for e-comm. It's much more storytelling and branding now than it's ever been”
Sherman: Probably 95% of Socium Media clients come from referrals
“Probably, 95% of our brands we work with Have been referred to us from an old colleague or that we used to work with them at a different brand and they've jumped ship to another spot.”
Sherman: Thousands of marketing agencies churn account managers every 6–12 months
“There's thousands that are also just churn and burn and that you're getting a new account manager every six, realistically, maybe 12 months.”
Sherman: Socium Media spends around $1,200 monthly per employee on healthcare
“I think as a business, we're spending around 1200 bucks a month per employee just purely for health insurance”
Sherman: Agency switching costs are low for both brands and employees
“The switching costs for a brand working with an agency is very low. It's easy. The switching costs for an employee to an agency is it's very low as well.”