Facebook is a massively efficient channel for many businesses, and experts say cutting out the platform can be a major sacrifice, especially those that rely on it to bring in new customers. That makes joining the boycott a difficult question for some businesses.
by pausing spending on all social media), some have speculated why some companies have yet to press pause. Others have taken a more cynical view, saying that joining the boycott is simply providing cover for broader marketing cost-cutting associated with the coronavirus pandemic.
"The more dependent a brand is on direct response, the greater the sacrifice of getting off of Facebook," she said, referring to direct response advertising, which includes methods that drive consumers to take an immediate action, like download an app or buy something from an e-commerce site.
He added that he believed CEOs that want to stop subsidizing hateful content with their ads are trying to balance that moral question with business imperatives. As opposed to larger companies that might be using Facebook for more brand messaging, it is a more difficult ask for companies that dump cash into the platform for customer acquisition to pull their ads, Gahan said.
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