Don’t miss Commerceweek, February 28–29 in NYC, to explore the technology and trends fueling commerce. Get strategic insights from leaders at The New York Times Advertising, Turo, TikTok and more. Register.
Increased spending on social media and the continued growth of content marketing were two of the big trends predicted for 2015. So far, this prediction has bared out, but perhaps as a self-fulfilling prophecy with the increase in advertising and ecommerce tools provided by social media platforms.
Along with the uptick in social media marketing has come the need for measuring the connection between social strategy to the company bottom line. While many marketers seem to understand the value of social media marketing, they also have a hard time assessing the effectiveness of their efforts.
But there are plenty of tools on the marketing and according to a report from Walker Sands, 55 percent of marketing pros surveyed say their companies are slow to adopt “martech” tools; 42 percent said the tools currently in place were outdated.
Part of the problem seems to be the disconnect between the increased budgets, particularly in social,...