Marketing strategy
Businesses should plan the media mix as per the audience
Alex garcia of Gum Road suggested on Twitter to not advertise on Google and Facebook. Instead, he asked brands to produce content such as videos, blogs and e-books. In 2019 40% of venture capital was spent on advertising on Google and Facebook.
Marketing is about the context. Whether a business should run ads or produce content online depends on its goals and objectives. Startups advertise on online channels and social media as they value growth over profit. Producing content online is popular if the product or personality is about a specific cause or identity such as fashion. If a restaurant wants to increase its sales, it should think of advertising on Zomato, and not Facebook or produce expensive recipe videos.
Good Candles, a local business, advertised in the magazines. The context was not enough budget for online ads and candle lovers may still be magazines.
Bonus: A brief memoir of Olly, founder of Good Candles Link