Social networks like Facebook, Twitter, and now Pinterest are challenging marketers to not only rethink their digital media campaigns, but their roles within companies as well.
In previous years, marketers were tasked with driving brand awareness and engagement while monitoring consumer perceptions. With the advances in social media, marketers and their digital agencies have redefined their roles and, arguably, they have expanded, even solidified, their responsibilities beyond branding to buying and e-commerce.
Digital agencies must understand these shifts occurring within an organization and offer up ideas to clients that straddle marketing and operations. They must develop campaigns that move consumers through all aspects of the purchase cycle, including brand awareness and consideration to securing the sale.