Company A – Companies that have opted to reduce their paid

C has decided to increase its presence on paid social networks by 2020. The era of social distance creates a new online behaviour that is the crossroads of paid, earned, shared and clean marketing or the PESO model. To demonstrate the effect of social pay with organic social, let’s take a look at the last six weeks. A brand awareness campaign with paid SEO can lead to more organic search traffic with an increase of brand related keywords. Not only the pre-click metrics show an improvement, but also the organic social traffic shows an upward trend. The following week, when attention returned, the organic social traffic increased to a similar level again. Compare this with company B, which left its paid social budget unchanged. In addition to the volume of traffic that social networks can offer, participation in these platforms takes place via their users who like, share and comment on messages and advertisements.

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