Analysis: The expansion of social networks affects marketing

The introduction of the messaging capabilities of Instagram Direct is just one example of social media applications becoming more alike as they expand features to create advertising opportunities. The trend presents an opportunity for advertisers to scale, Tim Dunn writes. "Where once we would define different campaign mechanics that dialed into the behaviors of the different social networks, it's increasingly likely that we'll be able to duplicate campaigns across all social networks with little need to customize," Dunn writes.

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