Social media platforms ‘overclaim’ impact of paid posts [Video]

A majority of marketing professionals believe that social media platforms exaggerate the impact of paid activity, according to a survey from media agency EssenceMediacom.

Some 72% of respondents believe that paid posts and features aren’t worth the investment, while a further 62% said that not being able to track engagement through cookies any more is a key concern.

Nearly three-fifths (58%) said they were cautious over digital platform audience data in light of GDPR regulations.

There were also further examples of the issues facing the industry in job satisfaction, retention and recruitment. Three-out-of-five marketing professionals surveyed found the pace of work relentless while 58% said team engagement is more challenging due to working from home.

A further 40% of marketing professionals surveyed said that recruitment was their biggest challenge, with many citing a lack of traditional marketing skills as a problem, with 53% agreeing that Ireland had a shortage of experienced staff in marketing agencies.

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