Siml are social media marketing specialists and managing director, Owen Williams, is a former head of social media at the BBC. We grilled Owen on best practices in the latest of Press Gazette’s Marketing Maestro interviews. This series is produced in association with Lead Monitor, New Statesman Media Group’s content marketing arm.

Targeted correctly, Facebook Ads can reach, engage and activate astonishingly large audiences. My main concern is that, while paid and organic content can differ, paid strategists sometimes don’t seem to be willing to learn from the successes and failures of organic content creators. I’ve found that adding paid spend to already highly engaging organic content (admittedly, on a case-by-case basis) boosts engagement tenfold.

Augmented Reality at serious scale – imagine the marketing possibilities when we know a user’s online activity is married to their daily routine, their daily commute, their daily activities. It could herald the next great cultural shift.