Social media is finally evolving from shiny new toy to a serious tool for marketers, thanks to seeds planted in 2017 that more marketers are expected to reap a harvest from in 2018. As a result of increasingly sales-driven strategies, marketers may shift even more of their spending to social if social platforms prove more capable of driving business results than other channels in a brand’s arsenal.
"Prove more capable" - as long as we don't let the platforms themselves do the proving
I'm so old I remember when Marketing and Sales were different specialist functions. Now it seems like more and more marketers have "increasingly sales-driven strategies". Wither the brand?