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One of the biggest challenges in social-media marketing is making a direct connection between social activities and the point of sale. For the most part, social and influencer marketing are largely considered awareness-raising tactics, so effectiveness is usually measured using three main metrics: reach, impressions and engagement.
However, from awareness to familiarity and consideration, consumers at different stages of the purchase journey regularly interact with influencer content. Therefore, by working with social-media stars, brands are able to influence consumer decision-makings and ultimately shorten the sales cycle…
