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“We are seeing social as a growth opportunity,” said April Weeks, executive vice president of media services and operations at marketing agency Centro. “Some clients are leaning into social, particularly from a branding standpoint. But if they're promoting specific products within their portfolio, particularly for consumer-focused offerings, social can play a meaningful role in customer acquisition.”
Centro’s April Weeks was among a panel of experts eMarketer interviewed for this analysis.
Subscribers can access the full report at eMarketer.