Why Marketers Are Spending Less on Social Media
Harvard Business Review
OCTOBER 14, 2024
A bi-annual poll of U.S. marketing leaders found that social media investments have declined to their lowest level in seven years. An analysis of poll data suggests that lack of strategy fit, weak returns, and new competition from retail media may help explain this dip. Researchers leverage their findings to offer suggestions to marketers on how to overcome past strategy misalignment in order to continue to benefit from social media’s immediacy and pervasiveness, including through the use of Gen
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