With 44% of marketers naming social media marketing as the most difficult tactic to attribute to revenue, it’s not surprising that it’s referred to as an “awareness driver.” But this misconception might be limiting your digital success and minimizing opportunities to reach your target audience. Today’s shoppers live on social media an average of 144 minutes a day. During this time, they’re browsing, searching, discovering and — oftentimes, with the help of emerging technology and updated platforms — purchasing directly from social ads or influencer content on the platform.
