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Andrew Teman

Five or six years ago, a standalone YouTube video or Facebook app could have been relatively successful. Today, marketers must plan social media activations in conjunction with above and below-the-line campaign media spending. Most brands have invested in creating platform presences (e.g. Twitter handles and Facebook pages) and can now leverage those ecosystems efficiently. Marketers that don’t integrate channels or leverage platform expertise will end up paying a lot more for results than the competition.
— Peter Kim, chief strategy officer, Dachis Group.