Schedule a Demo
Does My Company Subscribe?
Assistant Manager, Digital Marketing, Benefit Cosmetics
Angela PurcaroSocial Media ManagerBenefit Cosmetics
As brands struggle to find the right mix of organic and paid campaigns on social media, Benefit Cosmetics has found an approach that works: Organic social media marketing is critical, supported only occasionally by paid efforts. Benefit’s assistant manager of digital marketing, Janine Nguyen, and social media manager, Angela Purcaro, spoke with eMarketer’s Maria Minsker about how the company established an effective combination for organic content and paid ads.
eMarketer: There’s an ongoing debate about the value of organic social media marketing vs. paid advertising on social media. Where does Benefit stand on this issue?
Angela Purcaro: We balance both. We try to use paid advertising for big moments in our marketing calendar, because we do have a limited budget. Meanwhile, we leverage organic in a way that’s always-on and aligned with paid campaigns.
Digital Areas that Are Top Priorities in 2018 According to Client-Side Marketers Worldwide (% of respondents)
Digital Marketing Tactics on Which Client-Side Marketers Worldwide Plan to Increase Spending in 2018 (% of respondents)
US Social Network Users and Penetration, 2017-2022
US Social Network User Penetration, by Platform, 2018 (% of internet users)
Demographic Profile of US Twitter Users, 2018 (% of social network users in each group)
Influencer Marketing 2018: Why Disclosure Is a Must—and How Branded Content Tools Fit In
Grocery Digital Marketing: Using Ecommerce to Shape Brand Messages
How Publishers Can Profit from Buying Facebook Traffic
Consumer Trust Is Paramount for Brand Safety, Says Boxed
For Some Parents, Snapchat Usage Is a Concern
Data Feed: February 21, 2018