Social ad budgets should be moved over to media teams: Forrester

Published: August 14, 2015

Paid advertising on social media has grown significantly, both in terms of budgets and in its importance to marketers, which is why a new report from Forrester recommends brands shift these dollars out of the hands of their social teams and toward media buyers.

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Tailor social strategy to one stage in customer journey: Forrester exec

Published: November 9, 2012

NEW YORK – A Forrester Research executive at the ad:tech New York 2012 conference said that despite challenges marketers face in measuring social media, a way to justify its use within a company is to concentrate social efforts on one step in the customer journey.

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