Marketers use online ads to pitch social platforms instead of products

Marketers increasingly are using online ads to try to persuade people to check out their brands' Facebook and Twitter posts, rather than directly touting the company's products and services. These ads let brands build more solid relationships with shoppers and increase the return on display- or video-advertising campaigns, advertising executives say. "Social media is not a tactic that stands alone from your advertising campaigns," said Chris Karl, a senior vice president at Kontera.

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