Social channels swelled with activity last year, but did the role of these platforms in the customer journey change? On the paid side, will social remain efficient even as more players enter the market with a range of new ad products like shopper ads? Meanwhile, are Pinterest, Snapchat and TikTok drawing dollars from almighty Facebook? The influencer model was already contending with concerns about pricing, measurement, and transparency. And the crisis helped many brands cultivate deeper relationships through organic media. What is the new balance for different brands?
- Debbie Hutchings, Associate Director, Investment Solutions, Social, Kelly Scott Madison
- Stefanie Smith, VP, Head of Social, iProspect