Social media, which once focused on conversation and content, has now become an established channel for customer acquisition – something that astute marketers are increasingly exploring. According to a recent ClickZ Intelligence survey of advertising professionals worldwide, 61% expect an increase in social ad spend for Facebook and 40% on LinkedIn and Instagram.
We appear, however, to have reached a tipping point where marketers acknowledge the potential impact of social media advertising, yet are still challenged when it comes to proving the value of a social advertising campaign. To drive performance and secure executive buy-in and budget for social ad...