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Marketing Manager, Vermont Creamery
Instagram advertising is a powerful tool for generating engagement on Instagram itself, but the platform presents challenges when it comes to driving traffic to a brand’s site, according to some marketers. FM Muñoz, marketing manager at Vermont Creamery, spoke to eMarketer’s Maria Minsker about the strengths and drawbacks of Instagram advertising.
eMarketer: How effective is Instagram advertising? How far has it come since it was first introduced?
FM Muñoz: Social media continues to be a very efficient way to target and reach Vermont Creamery’s customers. Instagram’s advertising platform still feels very young, and to some extent it’s just like Facebook’s advertising model. That’s why there is more work to do—the user base has different expectations and needs, meaning they engage with brands and platforms in different ways. Instagram has not yet built an advertising platform that reflects the needs of brands and users.
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