The job of a marketer before social media was vastly different than what it is today. Back then, ad campaigns essentially involved broad market research, theorizing about what sells and creating messages one hoped would work. The entire process was rather speculative and unaccountable. Industry sayings like “I know half of my advertising dollars are wasted – I just don’t know which half” reflect how unpredictable ad campaigns can be. Today, thanks to social media, marketing campaigns are far more interactive and customer-focused. Surveys, polls, contests and blog posts are all used to determine what customers are thinking and feeling, rather than guessing.

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