Adam KleinbergOpinion ContributorAdam Kleinberg is the CEO and co-founder of Traction, a San Francisco creative agency with a strong digital focus. Traction uncovers human insights to connect brands with customers in breakthrough ways. Voice How to Bridge the Gap Between Ecommerce and Retail With Click and Collect Consumers want a balance of convenience and good customer experiences. Voice How to Best Avoid the Pitfalls of Shiny Object Syndrome in Influencer Marketing We’re not about to stop working with YouTube anytime soon, but the risk factor is a reality. The onus is on us to carefully vet talent we recommend and clearly communicate risk to clients. It’s Time Marketers Rethink Their Commitment to Content Eighty-six percent of B-to-C marketers in a recent study say they will be including content marketing in their budgets this year. That makes plenty of sense because it's no secret that as consumer attention scatters across channels, devices, times and places, simply hammering people over the head with paid advertising is becoming harder to do.