Social media has changed everything for marketers and advertisers. It has made brands instantly accessible to their customers, broken down barriers to communication, provided new ways to gather information on consumer behavior, increased the demand for personalized experiences and changed perceptions about the types of content brands are putting out there. These are just a few of the reasons why brands have had to make drastic changes to their marketing strategies in the social media era.
Marketers are always under pressure to develop innovative ways to reach consumers. This means they have to keep pace with radical shifts in consumer preferences and expectations, many of which are spurred by the adoption of new technology. For example, there are more than 3 billion active social media users, and this has forever changed the way brands interact with consumers. From increased customer engagement to the integration of multiple digital channels, marketers are working hard to leverage the awesome power of social media.