Risk in PPC vs. social media marketing
There’s an argument that’s been circulating in social media marketing circles about how “dangerous” it can be for marketers to rely on pay-per-click (PPC) advertising, as compared to more organic ways of building traffic. You know, social media doesn’t have to be positioned as the destructor of advertising to justify its existence. The gist of the argument: a deep-pocketed competitor can come along anytime, say flush with VC cash, and outspend you. One day you …