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As audiences grow and platforms become more sophisticated, social media is only becoming more valuable for marketers. But as more brands invade social platforms, marketers need help optimizing their content strategy and ad spend—and that’s where marketing technology comes in. eMarketer’s Tricia Carr spoke with Yuval Ben-Itzhak, CEO of social media marketing platform Socialbakers, about how this technology has changed to meet marketers’ needs, and which social benchmarks are most important throughout the industry.
eMarketer: How is marketing technology changing how marketers fully optimize their social media efforts?
Yuval Ben-Itzhak: With the first wave of this technology, marketers wanted to see how they were performing, how to “trend” on social media, and then make decisions based on that. But now it’s much more complex—marketers are managing multiple brands, there are many social networks to manage and there is a lot of content to generate each day. The work marketers have to do on social media is hard to scale if people are left to understand the data that drives decisions.
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