With the inundation of paid ads and influencers, it’s almost impossible for consumers to decipher between what is organic versus what is sponsored. In addition, typical social media channels only give brands access to third-party data. While this data is helpful for targeting ads, the most valuable data — first-party data — that could help understand preferences, the customer journey, and what offers might resonate best, remains elusive. As it stands, brands can’t see what is collected from clicks, browsing habits, and what posts catch the users’ eye – all of which could be used to create more personalized and meaningful experiences for the shopper.

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https://www.martechcube.com/rethinking-social-media-strategies/