By Seb Joseph

Kia Motors is more precisely targeting paid posts to social media users who are most likely to engage with the content after early tests had double the impact at less than half the cost.

The move stems from the car marker’s view that social media marketing should be treated as a media planning and buying exercise prioritising impressions. It has led to it building a deeper analytics approach beyond what social networks traditionally offer like ‘likes’ or ‘followers’, which in turn underpins its latest approach to brand building at scale.

In partnership with Accenture, Kia batched together its social media followers based Read full story ›

Source: The Drum