This week's TV upfronts highlight how technology is blending media categories, erasing distinctions between once-separate categories like TV and social media. Marketers now find that platforms are not limited to a single purpose: TV can drive awareness and direct performance, while social media can play roles at every stage of the funnel, writes SmartBrief's Mike Driehorst.

"As technology mashes up the capabilities and identities of online and offline media, marketers need to remain steadfast to that core question: What do you want to accomplish?" Driehorst writes.