Emilio Garcia argues that paid versus organic labels don't predict sales. What matters is the channel's nature and whether the buyer is actively looking. Tailor your message to the buyer's intent, not whether you're paying for the channel.
Again, a little bit difficult to separate is that just because a channel is a paid channel doesn't make it more sales activating or closer to a sale than an organic channel because that you are paying for access is not the way that you measure how close to the sale you are. It's the nature of the channel itself. It doesn't matter if you're doing on paid or organic or for free or sponsored by influence, what determines what kind of messages and what are the expectations that you can have about it. So the way that I like to think about it is that we go from the fact that buyers, it doesn't matter what category or services are you selling, are either in market for your products or service or they are not. That's the 2 big buckets of people that you have at any big— any given moment.
