Branding has changed dramatically in just a few short years. Today, online presence is a business imperative in marketing. To do this, organizations must maximize exposure, conversion rates, and sales in real-time. It is all about engagement driven by the customer. Gone are the days when businesses dictated the message. Customers now direct how a business sells its products, and organizations must respond accordingly.
So, why do brands still struggle with social media when it is so essential? Simple. It is complex. New social networks and touchpoints are constantly emerging. It is hard to scale and integrate into multiple departments and martech systems. It is unpredictable. You must be ready for anything to go viral.