Social media has been praised for helping brands become more conversational. Approachable, everyday language and humor can humanize brands, and this gives companies a new avenue for connection: A whopping 84 percent of millennials don’t trust traditional advertising, which means brands have to get creative in attracting their attention.
But some brands fear that they’re in a cycle of diminishing returns: 81 percent of marketers believe the experience offered by their brands determines their performance more strongly than their communications do.
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