Digital marketing has helped Universal Pictures have its best year ever. Mobile-social promotions have become the norm for the studio, which was the first to buy ads on Snapchat, and devotes 20% of marketing spending to digital. While social media statistics can be misleading and difficult to interpret into ROI, “it’s hard to argue that…if trailers are being shared all over Facebook and YouTube that it isn't translating into promotional currency.” (Fast Company)
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