From the outset, social media platforms have offered an invaluable resource for marketers to drive sales online and in-store by reaching the right audiences through targeted advertising. In fact, recent studies suggest that as many as 87 percent of ecommerce shoppers believe social media plays a vital role in helping them make shopping decisions.
However, while social platforms have always been a marketer’s dream, in recent years, we have witnessed multiple leading social media platforms trying to bridge the gap between social and shopping by facilitating direct purchases within their platforms.
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