Social media: the e-commerce kingpin

Originally created as an entertainment and communication channel, social media has evolved into a news source, a mass communication channel, and the online equivalent of a shopping mall for younger generations.

Media is booked based on where the eyeballs are, and social media now has nearly half (3.8bn, according to We Are Social) of the world’s eyeballs, thereby earning its rightful place in most marketing plans.

Social media has provided an economical platform for brands to reach consumers, and programmatic media buying enables ad spend and creative to be optimised in real time. This ability to customise has carved out a place for social media in the marketing mix, with smart brands deploying it to reach, engage and convert. This has proven social to be a powerhouse at every stage of the sales funnel.

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