The tweaks to Wix.com’s marketing approach follows the addition of these products, with the company aiming to boost its presence on Twitter and LinkedIn with a mix of paid and earned media. While LinkedIn has been part of its marketing mix for some time, it was a smaller percentage. Now, it is more of a focus with the company spending more and posting more product updates on its blog, slideshows about its marketing tools and questions to drive engagement on the platform.
In the first quarter of 2019, Wix.com spent $55 million in marketing. Typically, the first quarter’s marketing spend is significantly higher than the rest of the year, as the first quarter is when the company acquires the most users and has the most visitors to its site, said Joe Pollaro, general manager of the U.S. for Wix.com, who added that the company spends across various channels online including search engines, social networks, streaming and branding activities. The company declined to break out exactly how it spends its dollars or share percentage allocations, citing competitive advantage. In 2018, Wix.com spent $74 million in marketing, up from 2017’s $70 million, according to Kantar.
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