TikTok is stealing eyeballs and ad dollars, and forcing CMOs off the sideline. We’ve outlined our top three considerations to help marketing leaders succeed on TikTok in our latest post.
One of the most common mistakes marketing professionals make is basing media spend on audience cost; this wastes massive resources (the most expensive media you can buy is a cheap one that doesn’t work) and doesn’t take other factors related to media spending into account.
The goals of influencer marketing run the gamut. Obviously the end goal is to drive sales and/or conversions, but your secondary goals will point you in one of four directions, which we’ll refer to here as our pillars.
A black swan is a term famously coined by author and statistician Nassim Nicholas Taleb in his book The Black Swan: The Impact of the Highly Improbable, as a metaphorical event, positive or negative, that is deemed improbable yet causes massive consequences.