The document discusses how social media has changed marketing from a one-way broadcast to conversations between businesses and customers. It notes that customers now research products online and share reviews, influencing others' purchasing decisions. Social media allows many-to-many conversations at a global scale beyond the limitations of local markets. To be effective, businesses must listen to customers and engage with them online as part of an integrated marketing strategy including social media, reviews, surveys and traditional methods.
This document summarizes key issues and trends from the 2017 National Retail Federation conference. The main topics discussed include authenticity and consistency in branding, the importance of social media and analytics, focusing on local communities, improving the associate experience, creating an omnichannel shopping experience, personalization, and making retail more personality-driven. Authenticity, transparency, and building trust with customers are emphasized as important strategies for retailers.
Multiparty Mobile Prague Mark Linder Final (Nx Power Lite)Jan Rezab
1. For mobile marketing to truly take off, it needs to prove its effectiveness to advertisers and provide value to consumers as an emotional experience, rather than just focusing on utility.
2. Mobile marketing should be more about passion than just utility. It should create emotional connections between brands and people.
3. Mobile devices are deeply personal and connect people to their interests and relationships. Mobile marketing needs to view people in a multi-lateral way and focus on building passionate relationships rather than just making sales.
Social Marketing Delivers on the Promise of Direct MarketingResource/Ammirati
Social marketing is the next step beyond direct marketing, where push is no longer the order of the day. In a reversal of the power flow, pull experiences now shape brands and inspire consumers to influence one another.
How to make your customers fall in love with you.Liquid Agency
The document discusses how retailers can build meaningful relationships with customers by focusing on creating engaging experiences rather than just sales. It suggests that the retail experience should feel like a first date where the customer is already thinking about future interactions. To do this, retailers need to get to know customers' individual needs, create moments of delight, stay connected even when not making a purchase, and invite customer feedback and sharing of experiences. The document presents this approach as analogous to dating and emphasizes focusing on the customer experience and social interactions over short-term sales metrics.
Combining storytelling and stores might seem to some obvious, to others enigmatic and still, to others, useless. Store managers might think, “Who needs storytelling when I’m running my store efficiently and selling well?”, sales managers might say, “storytelling is for communication and marketing… just give me the tools and I’ll do the selling!” and general managers might say, “Here we go again! Some new marketing idea to mess up the works!
The document discusses applying direct marketing strategies to social media. It provides definitions of direct marketing and social media. It outlines fundamentals that remain the same for direct marketing in social media such as finding the target market and focusing on engagement over reach. It also discusses challenges such as measuring return on investment and gaining organizational buy-in.
This document summarizes key issues and trends from the 2017 National Retail Federation conference. The main topics discussed include authenticity and consistency in branding, the importance of social media and analytics, focusing on local communities, improving the associate experience, creating an omnichannel shopping experience, personalization, and making retail more personality-driven. Authenticity, transparency, and building trust with customers are emphasized as important strategies for retailers.
Multiparty Mobile Prague Mark Linder Final (Nx Power Lite)Jan Rezab
1. For mobile marketing to truly take off, it needs to prove its effectiveness to advertisers and provide value to consumers as an emotional experience, rather than just focusing on utility.
2. Mobile marketing should be more about passion than just utility. It should create emotional connections between brands and people.
3. Mobile devices are deeply personal and connect people to their interests and relationships. Mobile marketing needs to view people in a multi-lateral way and focus on building passionate relationships rather than just making sales.
Social Marketing Delivers on the Promise of Direct MarketingResource/Ammirati
Social marketing is the next step beyond direct marketing, where push is no longer the order of the day. In a reversal of the power flow, pull experiences now shape brands and inspire consumers to influence one another.
How to make your customers fall in love with you.Liquid Agency
The document discusses how retailers can build meaningful relationships with customers by focusing on creating engaging experiences rather than just sales. It suggests that the retail experience should feel like a first date where the customer is already thinking about future interactions. To do this, retailers need to get to know customers' individual needs, create moments of delight, stay connected even when not making a purchase, and invite customer feedback and sharing of experiences. The document presents this approach as analogous to dating and emphasizes focusing on the customer experience and social interactions over short-term sales metrics.
Combining storytelling and stores might seem to some obvious, to others enigmatic and still, to others, useless. Store managers might think, “Who needs storytelling when I’m running my store efficiently and selling well?”, sales managers might say, “storytelling is for communication and marketing… just give me the tools and I’ll do the selling!” and general managers might say, “Here we go again! Some new marketing idea to mess up the works!
The document discusses applying direct marketing strategies to social media. It provides definitions of direct marketing and social media. It outlines fundamentals that remain the same for direct marketing in social media such as finding the target market and focusing on engagement over reach. It also discusses challenges such as measuring return on investment and gaining organizational buy-in.
Tony Koenderman's, Brainstorm 2010: You can run but you can't hide - 19 Oct 2010Mike Abel
I recently opened Tony Koenderman’s Brainstorm 2010 conference with a presentation on the current challenges facing the communications industry. It attempts, uncomfortable as it is, to address some of the real truths both clients and agencies are facing. I have had a lot of requests for this presentation so here it is. I’ve expressly made it relatively self-explanatory, but if there are gaps, apologies for not attaching my speakers notes.
- Mike Abel
The Joy of Shopping polled 7,250 shoppers in seven
markets – China, India, Brazil, Russia, USA, UK and UAE – across age, income and region (both Tier 2 and 3 regions as well as major cities). The first quantitative global study of shopper mindstates.
Chief Customer Officer - Customers’ advocates enter the boardroomChristopher Brewer
The document discusses the emergence and role of the chief customer officer (CCO) position in companies. It provides the following key points:
1) More companies are creating CCO positions to strengthen customer relationships and drive a customer-centric culture as consumers have more power and influence.
2) CCOs are responsible for developing customer strategies, segmenting and understanding customers, and improving acquisition, retention and advocacy.
3) The CCO role involves changing company culture and processes to prioritize customer experience and align the organization around customer needs.
4) While responsibilities vary, CCOs typically oversee marketing, branding, analytics and customer service functions to bring the customer perspective across the company.
The Retail Rebels - Who Will Conquer the Connected ConsumerJerry Inman
Just like last year’s fashions and the latest iPhone, Millennials are being replaced by the latest and greatest batch of consumers, Generation Z (also known as The Founders). They are Gen Y’s younger siblings who were born between 1995 and 2009. While Millennials continue to be an important market for many retailers and brands, a new purchasing powerhouse should demand your attention. The oldest members of Gen Z are still teenagers, but they already wield a buying power of $44 billion and command the highest influence on family purchases in history. In fact, 93% of Gen Z parents surveyed said their children influence family spending and household purchases, according to the Deep Focus’ 2015 Cassandra Report Gen Z and this continues through 2016. They also make up nearly 26% of the population giving us more than enough reasons to start paying attention.
Just like with Millennials, retailers need to discover how to genuinely connect with GenZ to build trust and loyalty. But beware - it’s been said that GenZ can’t stand living in the Millennial shadow. To secure the favor of the up-and-coming generation of consumers, you have to know what makes them tick. Of course, figuring this step out requires an understanding of what Generation Z values and where they spend their time.
What has emerged to date? Retail rentals or sharing - these new consumers are becoming increasingly used to the idea of a “sharing economy” – tapping into Uber for rides, Airbnb for places to stay or Rent the Runway for outfits. Retailers need this type of disruptive thinking, a digital business transformation to execute, and change management to adopt behaviors for this new breed of consumers. Even if GenZ isn’t your current target audience today, they will be tomorrow and now is the time to grab their attention, so get ready!
Successful brands and retailers create engaging consumer experiences which result in long term relationships and an improved bottom line. This presentation offers tips on how to build enduring relationships at retail.
The document is a report from J. Walter Thompson MEA that identifies 10 trends for the MENA region in 2015 based on quantitative and qualitative research. The trends include consumers preferring brands that show empathy and social responsibility, the growing popularity of natural products as consumers focus on health and wellness, and Millennials ushering in new social norms by mixing traditions with modern ideas. The report also notes that smartphones are becoming essential to daily life and the population is aging, leading to opportunities for new products and services catering to older consumers.
Conversant what the bleep does personalized marketing really mean?Jim Nichols
Scott Eagle defines personalized marketing as a comprehensive one-to-one communication approach that calibrates brand messages and media based on known facts and predictions about each individual's needs, interests, and behaviors. He argues that true personalized marketing requires seven essential components: 1) ongoing 1:1 relationships, 2) a 360-degree view of each customer, 3) genuinely personalized creative content, 4) individualized delivery across channels, 5) omni-channel reach, 6) individualized media investment, and 7) rich individual user profiles and insights. Eagle concludes by urging marketers to ensure any personalized marketing solutions they use fully achieve this definition and create ongoing personal relationships with every target individual.
360 Degrees of Marketing: The Retail RevolutionFITCH
Wineries have an opportunity to differentiate with an Experience Signature. Michelle Fenstermaker presents at the Direct to Consumer Wine Symposium 2016.
The Next Modern Commerce Disruption: A Blueprint to Win in the Age of Persona...Brian Solis
Beyond driving for revenues, modern businesses must consider the human quotient in all they do. This means
a human-centered engagement infrastructure that
builds relationships with customers digitally through meaningful value, connections, and communications. Smart technology engagement platforms combined with customer-first mindsets can re-imagine customer journeys not only to compete for the future, but also relevance
in every moment that matters to customers. That’s the important aspect about the human quotient—it plugs brands into the exact moments that matter to custom- ers. Highly personal touch points are instrumental in guiding the next steps of customers closer to, or further away from, a brand now and forever. These meaningful moments require modern forms of engagement that prioritize one-to-one personalization, context consider- ation, cross-channel communication, and right time/right place/right message delivery at scale. Just because your brand is winning today doesn’t mean that future shock isn’t on the horizon. Plan for it. The clock is ticking.
Continuous Retail is an art. It is the undeniable future of all things retail. Retail is ubiquitous - do you have an Experience Signature? Tim Greenhalgh, Chairman and CCO, shares how leading retailers create new human rituals that are empowered both physically and digitally. This presentation was given at WPP's Global Retail Forum on April 15, 2015.
Growing Your Hotel Business: Best Practices in Hotel Reputation ManagementHotel Advantage
Ann Manion of Hotel Advantage delivered a Webinar on: Growing Your Hotel Business: Best Practices in Reputation Management. She was a guest speaker at the invitation of Revinate, a company providing a total social media solution for hotel brand monitoring. Here are the slides that accompanied her presentation.
The document discusses how connectivity and technology are transforming customer experiences for telecommunications companies. It argues that the future is about facilitating human connections rather than focusing on usage metrics like minutes and data. Companies need to shift from thinking of customers as bundles to curating personalized experiences and platforms that fit into people's lifestyles. This will require taking a holistic approach across physical and digital channels to build meaningful relationships with customers.
This document provides an overview of how to effectively use user-generated content (UGC) for automotive marketing. It discusses how UGC can be used at different stages of the car buying journey, including generating interest, closing the sale, and supporting customers after the purchase. The document also provides examples from other industries on how to encourage and utilize UGC, and emphasizes the importance of providing the right type of content at each stage to guide customers along their journey. Overall, the document advocates for harnessing UGC to create a continuous marketing conversation with customers.
WELCOME TO THE FRONTLINE SUMMER 2013
Our latest issue of Frontline Thinking continues the conversation on all that is local. From the challenges faced by St John Ambulance in the charity sector, to the daily war raging on our high streets over coffee. The conversation is wide open so have a read and let us know what you think?
We are Acuity. Independent Creative Agency and Frontline Marketeers, we help the likes of Citroën, Peugeot, Continental Tyres, St John Ambulance and UK Insurance sell more through their franchise network or sales outlets. We deliver brand consistency at a local level, while creating intelligent campaigns precisely tuned to increase sales, and keep customers coming back for more. We make things happen.
We don’t hang about either. We’re faff-free, quick, and we don’t ever compromise on creativity.
The way we work with clients is a bit different too. There’s no ‘us and them.’ Instead, it’s more of a continuous loop – which works brilliantly.
Ask Citroën, they’ve been relying on us for 14 years.
Does marketing create need or satisfy need or manipulate needBilal Asif
Marketing can both create and satisfy needs. While needs fundamentally preexist, marketers influence wants through promoting ideas that their products can satisfy needs like social status. Marketers educate consumers and give reasons to buy, potentially creating new needs. However, others argue that marketing only searches for and satisfies existing needs, as no function creates fundamental biological or emotional needs. Marketers may bend some consumers but do not truly create needs. Overall, marketing influences wants by developing attractive products to satisfy needs better than alternatives.
The document discusses how the foundations of the ultimate customer experience were created in medieval marketplaces over 1,000 years ago, with highly personal interactions, immediate feedback loops, and success depending on word-of-mouth reputation. It argues that while mass media disrupted this for a century, digital technologies are reconnecting businesses to these core marketplace values of personal connections and word of mouth. For companies to succeed with digital customer experience requires adopting a "Medieval Mindset" and overcoming cultural impediments within organizations.
Fantastic whitepaper detailing the key takeaways from the Bazaarvoice Summit a few months ago - "changing the world, one authentic conversation at a time"
Tony Koenderman's, Brainstorm 2010: You can run but you can't hide - 19 Oct 2010Mike Abel
I recently opened Tony Koenderman’s Brainstorm 2010 conference with a presentation on the current challenges facing the communications industry. It attempts, uncomfortable as it is, to address some of the real truths both clients and agencies are facing. I have had a lot of requests for this presentation so here it is. I’ve expressly made it relatively self-explanatory, but if there are gaps, apologies for not attaching my speakers notes.
- Mike Abel
The Joy of Shopping polled 7,250 shoppers in seven
markets – China, India, Brazil, Russia, USA, UK and UAE – across age, income and region (both Tier 2 and 3 regions as well as major cities). The first quantitative global study of shopper mindstates.
Chief Customer Officer - Customers’ advocates enter the boardroomChristopher Brewer
The document discusses the emergence and role of the chief customer officer (CCO) position in companies. It provides the following key points:
1) More companies are creating CCO positions to strengthen customer relationships and drive a customer-centric culture as consumers have more power and influence.
2) CCOs are responsible for developing customer strategies, segmenting and understanding customers, and improving acquisition, retention and advocacy.
3) The CCO role involves changing company culture and processes to prioritize customer experience and align the organization around customer needs.
4) While responsibilities vary, CCOs typically oversee marketing, branding, analytics and customer service functions to bring the customer perspective across the company.
The Retail Rebels - Who Will Conquer the Connected ConsumerJerry Inman
Just like last year’s fashions and the latest iPhone, Millennials are being replaced by the latest and greatest batch of consumers, Generation Z (also known as The Founders). They are Gen Y’s younger siblings who were born between 1995 and 2009. While Millennials continue to be an important market for many retailers and brands, a new purchasing powerhouse should demand your attention. The oldest members of Gen Z are still teenagers, but they already wield a buying power of $44 billion and command the highest influence on family purchases in history. In fact, 93% of Gen Z parents surveyed said their children influence family spending and household purchases, according to the Deep Focus’ 2015 Cassandra Report Gen Z and this continues through 2016. They also make up nearly 26% of the population giving us more than enough reasons to start paying attention.
Just like with Millennials, retailers need to discover how to genuinely connect with GenZ to build trust and loyalty. But beware - it’s been said that GenZ can’t stand living in the Millennial shadow. To secure the favor of the up-and-coming generation of consumers, you have to know what makes them tick. Of course, figuring this step out requires an understanding of what Generation Z values and where they spend their time.
What has emerged to date? Retail rentals or sharing - these new consumers are becoming increasingly used to the idea of a “sharing economy” – tapping into Uber for rides, Airbnb for places to stay or Rent the Runway for outfits. Retailers need this type of disruptive thinking, a digital business transformation to execute, and change management to adopt behaviors for this new breed of consumers. Even if GenZ isn’t your current target audience today, they will be tomorrow and now is the time to grab their attention, so get ready!
Successful brands and retailers create engaging consumer experiences which result in long term relationships and an improved bottom line. This presentation offers tips on how to build enduring relationships at retail.
The document is a report from J. Walter Thompson MEA that identifies 10 trends for the MENA region in 2015 based on quantitative and qualitative research. The trends include consumers preferring brands that show empathy and social responsibility, the growing popularity of natural products as consumers focus on health and wellness, and Millennials ushering in new social norms by mixing traditions with modern ideas. The report also notes that smartphones are becoming essential to daily life and the population is aging, leading to opportunities for new products and services catering to older consumers.
Conversant what the bleep does personalized marketing really mean?Jim Nichols
Scott Eagle defines personalized marketing as a comprehensive one-to-one communication approach that calibrates brand messages and media based on known facts and predictions about each individual's needs, interests, and behaviors. He argues that true personalized marketing requires seven essential components: 1) ongoing 1:1 relationships, 2) a 360-degree view of each customer, 3) genuinely personalized creative content, 4) individualized delivery across channels, 5) omni-channel reach, 6) individualized media investment, and 7) rich individual user profiles and insights. Eagle concludes by urging marketers to ensure any personalized marketing solutions they use fully achieve this definition and create ongoing personal relationships with every target individual.
360 Degrees of Marketing: The Retail RevolutionFITCH
Wineries have an opportunity to differentiate with an Experience Signature. Michelle Fenstermaker presents at the Direct to Consumer Wine Symposium 2016.
The Next Modern Commerce Disruption: A Blueprint to Win in the Age of Persona...Brian Solis
Beyond driving for revenues, modern businesses must consider the human quotient in all they do. This means
a human-centered engagement infrastructure that
builds relationships with customers digitally through meaningful value, connections, and communications. Smart technology engagement platforms combined with customer-first mindsets can re-imagine customer journeys not only to compete for the future, but also relevance
in every moment that matters to customers. That’s the important aspect about the human quotient—it plugs brands into the exact moments that matter to custom- ers. Highly personal touch points are instrumental in guiding the next steps of customers closer to, or further away from, a brand now and forever. These meaningful moments require modern forms of engagement that prioritize one-to-one personalization, context consider- ation, cross-channel communication, and right time/right place/right message delivery at scale. Just because your brand is winning today doesn’t mean that future shock isn’t on the horizon. Plan for it. The clock is ticking.
Continuous Retail is an art. It is the undeniable future of all things retail. Retail is ubiquitous - do you have an Experience Signature? Tim Greenhalgh, Chairman and CCO, shares how leading retailers create new human rituals that are empowered both physically and digitally. This presentation was given at WPP's Global Retail Forum on April 15, 2015.
Growing Your Hotel Business: Best Practices in Hotel Reputation ManagementHotel Advantage
Ann Manion of Hotel Advantage delivered a Webinar on: Growing Your Hotel Business: Best Practices in Reputation Management. She was a guest speaker at the invitation of Revinate, a company providing a total social media solution for hotel brand monitoring. Here are the slides that accompanied her presentation.
The document discusses how connectivity and technology are transforming customer experiences for telecommunications companies. It argues that the future is about facilitating human connections rather than focusing on usage metrics like minutes and data. Companies need to shift from thinking of customers as bundles to curating personalized experiences and platforms that fit into people's lifestyles. This will require taking a holistic approach across physical and digital channels to build meaningful relationships with customers.
This document provides an overview of how to effectively use user-generated content (UGC) for automotive marketing. It discusses how UGC can be used at different stages of the car buying journey, including generating interest, closing the sale, and supporting customers after the purchase. The document also provides examples from other industries on how to encourage and utilize UGC, and emphasizes the importance of providing the right type of content at each stage to guide customers along their journey. Overall, the document advocates for harnessing UGC to create a continuous marketing conversation with customers.
WELCOME TO THE FRONTLINE SUMMER 2013
Our latest issue of Frontline Thinking continues the conversation on all that is local. From the challenges faced by St John Ambulance in the charity sector, to the daily war raging on our high streets over coffee. The conversation is wide open so have a read and let us know what you think?
We are Acuity. Independent Creative Agency and Frontline Marketeers, we help the likes of Citroën, Peugeot, Continental Tyres, St John Ambulance and UK Insurance sell more through their franchise network or sales outlets. We deliver brand consistency at a local level, while creating intelligent campaigns precisely tuned to increase sales, and keep customers coming back for more. We make things happen.
We don’t hang about either. We’re faff-free, quick, and we don’t ever compromise on creativity.
The way we work with clients is a bit different too. There’s no ‘us and them.’ Instead, it’s more of a continuous loop – which works brilliantly.
Ask Citroën, they’ve been relying on us for 14 years.
Does marketing create need or satisfy need or manipulate needBilal Asif
Marketing can both create and satisfy needs. While needs fundamentally preexist, marketers influence wants through promoting ideas that their products can satisfy needs like social status. Marketers educate consumers and give reasons to buy, potentially creating new needs. However, others argue that marketing only searches for and satisfies existing needs, as no function creates fundamental biological or emotional needs. Marketers may bend some consumers but do not truly create needs. Overall, marketing influences wants by developing attractive products to satisfy needs better than alternatives.
The document discusses how the foundations of the ultimate customer experience were created in medieval marketplaces over 1,000 years ago, with highly personal interactions, immediate feedback loops, and success depending on word-of-mouth reputation. It argues that while mass media disrupted this for a century, digital technologies are reconnecting businesses to these core marketplace values of personal connections and word of mouth. For companies to succeed with digital customer experience requires adopting a "Medieval Mindset" and overcoming cultural impediments within organizations.
Fantastic whitepaper detailing the key takeaways from the Bazaarvoice Summit a few months ago - "changing the world, one authentic conversation at a time"
Traditional marketing like TV and print ads is expensive, interruptive, and provides no feedback or engagement with customers. In contrast, web marketing and social media allow for a conversational engagement where customers can provide feedback and companies can give customers what they want. Ignoring customer expectations by not using new marketing approaches will cause customers to go elsewhere and possibly spread negative word of mouth.
The document discusses the rise of smart customers and how digital innovation is empowering customers and leaving many companies behind. Key points include:
- Customers now have access to vast amounts of information through their smartphones and digital devices, allowing them to research products, compare prices, read reviews and be more informed than ever before.
- This has led to radically higher expectations from customers around experience, personalization and convenience. Companies that do not adapt risk falling behind.
- Four major disruptive forces are driving these changes - social influence, pervasive memory, digital sensors and the physical web. Together they are providing customers with more choices and better information.
The document discusses ambient advertising, an innovative marketing technique that grabs consumer attention through unusual mediums in unexpected times and places. It has grown in popularity as more brands seek new ways to break through advertising clutter. While ambient ads can be creative and memorable, the document also notes they must be implemented responsibly and avoid invading private spaces or overexposing consumers in order to be effective and avoid potential backlash.
1) Traditional advertising is ineffective as most online ads are ignored and over 96% of sales come from recommendations rather than ads.
2) A new approach called "convertising" uses social media to create conversations and build relationships with customers in order to influence purchases.
3) Convertising is more effective and less expensive than traditional advertising by tapping into social relationships and recommendations between customers.
This deck explains in human terms why Mobile Marketing is good for you. It also contains lots of useful bits that we hope will help you share and define that mysterious "big picture" for your boss. - Enjoy.
1. The document describes a scenario where a customer is greeted by name and offered personalized deals by a robot at the entrance of a supermarket, showing how big data is revolutionizing targeted marketing.
2. It explains that the robot was able to customize offers for the customer based on data collected about their shopping habits, preferences, birthdays, and social media activity through various sensors and databases.
3. Big data allows companies to gather and analyze diverse customer data from various sources to find perfect customized solutions, delivering a memorable customer experience and quantifiable marketing returns.
The document discusses several pieces of proposed legislation that could significantly impact the digital marketing industry:
- SOPA and PIPA aimed to expand the ability to fight online piracy but were opposed due to concerns over censorship and free speech. Protests in 2012 caused the bills to be postponed.
- CISPA would allow sharing of internet traffic data between companies and the government to investigate cyber threats, but is opposed by privacy advocates concerned about government surveillance.
- Other legislation mentioned includes Canada's Online Protection and Anti-Spam Law, which could also greatly affect how data is used in digital marketing if it limits data usage. Regulations around data usage and privacy have major implications for data-driven digital marketing business models
Rodney Payne - The future of destination marketingRodney Payne
In November 2015, I was invited by the Tourism Industry Association of Canada to present on our experience in destination marketing around the world, and how shifts in the consumer landscape have created a new model for destination marketing and a new role for tourism boards.
The document discusses advertising and media in China. It notes that interactive advertising in China is still a small market compared to traditional media like TV, but is growing rapidly especially in mobile advertising. It also discusses the importance of social networks and word-of-mouth recommendations in China and how to measure their influence on purchasing decisions.
The document discusses how perceptions of social media in B2B marketing have changed rapidly in just over a year. It notes that while there was initially confusion and skepticism around the value of social media for B2B, most B2B marketers have now come to accept the need for an integrated social media strategy. However, objections still exist around issues like measurability and ROI. The document argues that traditional media like magazines and trade shows also lacked accurate measurements, and that social media provides a relatively inexpensive way for B2B companies to reach customers as traditional options decline in effectiveness. It stresses that social media should add value through meaningful content rather than just advertisements.
Sell & Market Better with these proven strategies & insightsEmmanuel Omikunle
It's the quickest, and simplified tips ever. Just to help you, freelancers, smb, service providers excel today, 2020 & forever.
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Digital marketing and Social Media - Arun JohnArun John
Digital marketing using social media requires optimizing multiple platforms strategically. To maximize reach, one should diversify investments across different social media instead of focusing on just one. It's also important to promote content consistently but not too frequently, as the ideal interval depends on each platform's user behaviors and preferences. Staying innovative by understanding current trends and customizing marketing messages accordingly can also help grab people's attention. The key is to thoroughly research target audiences and select the most impactful combination of platforms, timing, and messaging.
“Shopper Marketing” has become jargon: everyone talks about it, but no one can quite agree what it means. Instead of worrying about definitions, our newest white paper shifts the conversation to the broader context: designing better shopper experiences.
Simple? Yes, but with endless adaptive possibilities and implications, we think this take on shopper marketing has got a shelf-life to last.
The retail market is declining due to a deterioration of relationships. Retailers have lost relationships with brands and no longer know the products they sell. They employ underpaid and untrained personnel who do not know how to serve customers. This has damaged the customer experience. Retailers also no longer value relationships with customers, seeing them as interchangeable rather than opportunities to build loyalty. As a result, customers no longer feel committed to retailers. The current retail model is flawed due to a lack of relationships with brands, employees, and customers.
Similar to Social media training slides 5 - conversations & conversions (20)
Best practices for project execution and deliveryCLIVE MINCHIN
A select set of project management best practices to keep your project on-track, on-cost and aligned to scope. Many firms have don't have the necessary skills, diligence, methods and oversight of their projects; this leads to slippage, higher costs and longer timeframes. Often firms have a history of projects that simply failed to move the needle. These best practices will help your firm avoid these pitfalls but they require fortitude to apply.
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The 10 Most Influential Leaders Guiding Corporate Evolution, 2024.pdfthesiliconleaders
In the recent edition, The 10 Most Influential Leaders Guiding Corporate Evolution, 2024, The Silicon Leaders magazine gladly features Dejan Štancer, President of the Global Chamber of Business Leaders (GCBL), along with other leaders.
Event Report - SAP Sapphire 2024 Orlando - lots of innovation and old challengesHolger Mueller
Holger Mueller of Constellation Research shares his key takeaways from SAP's Sapphire confernece, held in Orlando, June 3rd till 5th 2024, in the Orange Convention Center.
How to Implement a Real Estate CRM SoftwareSalesTown
To implement a CRM for real estate, set clear goals, choose a CRM with key real estate features, and customize it to your needs. Migrate your data, train your team, and use automation to save time. Monitor performance, ensure data security, and use the CRM to enhance marketing. Regularly check its effectiveness to improve your business.
How to Implement a Strategy: Transform Your Strategy with BSC Designer's Comp...Aleksey Savkin
The Strategy Implementation System offers a structured approach to translating stakeholder needs into actionable strategies using high-level and low-level scorecards. It involves stakeholder analysis, strategy decomposition, adoption of strategic frameworks like Balanced Scorecard or OKR, and alignment of goals, initiatives, and KPIs.
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- Adoption of Business Frameworks
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- KPIs and Performance Metrics
- Learning and Adaptation
- Alignment and Cascading of Scorecards
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- Systematic strategy formulation and execution.
- Framework flexibility and automation.
- Enhanced alignment and strategic focus across the organization.
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Navigating the world of forex trading can be challenging, especially for beginners. To help you make an informed decision, we have comprehensively compared the best forex brokers in India for 2024. This article, reviewed by Top Forex Brokers Review, will cover featured award winners, the best forex brokers, featured offers, the best copy trading platforms, the best forex brokers for beginners, the best MetaTrader brokers, and recently updated reviews. We will focus on FP Markets, Black Bull, EightCap, IC Markets, and Octa.
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The Genesis of BriansClub.cm Famous Dark WEb PlatformSabaaSudozai
BriansClub.cm, a famous platform on the dark web, has become one of the most infamous carding marketplaces, specializing in the sale of stolen credit card data.
Easily Verify Compliance and Security with Binance KYCAny kyc Account
Use our simple KYC verification guide to make sure your Binance account is safe and compliant. Discover the fundamentals, appreciate the significance of KYC, and trade on one of the biggest cryptocurrency exchanges with confidence.
B2B payments are rapidly changing. Find out the 5 key questions you need to be asking yourself to be sure you are mastering B2B payments today. Learn more at www.BlueSnap.com.
The APCO Geopolitical Radar - Q3 2024 The Global Operating Environment for Bu...APCO
The Radar reflects input from APCO’s teams located around the world. It distils a host of interconnected events and trends into insights to inform operational and strategic decisions. Issues covered in this edition include:
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Social media training slides 5 - conversations & conversions
1. Conversations & Conversions
for education and course providers
Centre For Collaboration & Partnership, University Of Brighton December 20-21, 2011
2. Conversations & Conversions
Brief course on how Social Media can help Centre for Collaboration
& Partnership
Markets as conversations
When SM can be more effective than advertising
A necessary part of the marketing mix
3. Markets as conversations
★ Philosophy time... (with apologies to Cluetrain and Seth Godin)
★ Markets were always about conversations
★ But ‘market’ became a verb (with us as its object), something you do to
customers...
”That’s the awful truth about marketing. It broadcasts
messages to people who don’t want to listen. Every
advertisement, press release, publicity stunt, and giveaway
engineered by a Marketing department is colored by the fact
that it’s going to a public that doesn’t ask to hear it.”
- Cluetrain Manifesto
* Markets as conversations - via the Cluetrain Manifesto - http://www.cluetrain.com/book/markets.html
* The first markets were... well, markets, real places. People talking to each other, looking each other in the eye, supply meeting demand and being sealed with a
handshake.
* Engels/Toffler ‘invisible wedge’ between production and consumer, industrialisation increased efficiency and production creating surpluses that needed to be
marketed to (or at) consumers. And people had to be convinced they all wanted the same thing, the classic Black Model-T Ford. Echoes of Apple.
* ‘Market’ became a verb, something you do to consumers. Again Apple are the masters at that!
* So marketeers learned to disguise their intentions and we’ve come to accept that... “Consider the distance we’ve come. Markets once were places where
producers and customers met face-to-face and engaged in conversations based on shared interests. Now business-as-usual is engaged in a grinding war of
attrition with its markets.”
4. When Social Media can be more
effective than advertising
★ The Internet is changing everything
★ Networked Markets are growing more connected and more vocal once again
“These conversations are most often about value: the value of
products and of the businesses that sell them. Not just prices,
but the market currencies of reputation, location, position, and
every other quality that is subject to rising or falling opinion”
- Cluetrain Manifesto
“I’m in the market for a new car” now means you’ll maybe read reviews of the car online, check competitors products, compare prices, maybe even ask if people
have good experiences or horror stories of that particular make and model. We accept that computers, Hi-Fi’s and all kind of gadgets come in a complicated range
of options and models, with new models every year to stimulate all that demand that we need to get the black boxes out the door but... we no longer accept the
product description as being the only description, the description of Hi-Fi nerd who really does know the difference between impedance and ohms might tell a
different story.
We’re taking on some of the work of the marketing department, making our own decisions and what differentiators are important, price isn’t everything, ethical
values or a recommendation from a friend may count for a lot more than price. Word of mouth always was, remained, and still is, the best form of advertising -
but word of mouth is now global.
5. A necessary part of the mix
* So I hope you can see now how Social Media, the many to many, really is a new thing, not just today’s hype but a truly emergent kind of marketing made
possible only by the internet and mass, persistent, conversations that go beyond the pervious market limitations (of limited time and local space).
* And it’s human voices that are emerging. Marketing speak is ignored (at best) but ofter replaced with the truth from consumers directly affected by a product
(for better or worse). A bad review of the service at a B&B on Trip Advisor can kill an entire summer for unscrupulous owners that used to rely on great location
alone. Customers want to be repeat customers, they want to have a great experience/product, and they want to form relationships for future transactions... it’s
become harder to take the money and run.
6. A necessary part of the mix
One-to-One
* So I hope you can see now how Social Media, the many to many, really is a new thing, not just today’s hype but a truly emergent kind of marketing made
possible only by the internet and mass, persistent, conversations that go beyond the pervious market limitations (of limited time and local space).
* And it’s human voices that are emerging. Marketing speak is ignored (at best) but ofter replaced with the truth from consumers directly affected by a product
(for better or worse). A bad review of the service at a B&B on Trip Advisor can kill an entire summer for unscrupulous owners that used to rely on great location
alone. Customers want to be repeat customers, they want to have a great experience/product, and they want to form relationships for future transactions... it’s
become harder to take the money and run.
7. A necessary part of the mix
One-to-One One-to-Many
* So I hope you can see now how Social Media, the many to many, really is a new thing, not just today’s hype but a truly emergent kind of marketing made
possible only by the internet and mass, persistent, conversations that go beyond the pervious market limitations (of limited time and local space).
* And it’s human voices that are emerging. Marketing speak is ignored (at best) but ofter replaced with the truth from consumers directly affected by a product
(for better or worse). A bad review of the service at a B&B on Trip Advisor can kill an entire summer for unscrupulous owners that used to rely on great location
alone. Customers want to be repeat customers, they want to have a great experience/product, and they want to form relationships for future transactions... it’s
become harder to take the money and run.
8. A necessary part of the mix
One-to-One One-to-Many
Many-to-One
* So I hope you can see now how Social Media, the many to many, really is a new thing, not just today’s hype but a truly emergent kind of marketing made
possible only by the internet and mass, persistent, conversations that go beyond the pervious market limitations (of limited time and local space).
* And it’s human voices that are emerging. Marketing speak is ignored (at best) but ofter replaced with the truth from consumers directly affected by a product
(for better or worse). A bad review of the service at a B&B on Trip Advisor can kill an entire summer for unscrupulous owners that used to rely on great location
alone. Customers want to be repeat customers, they want to have a great experience/product, and they want to form relationships for future transactions... it’s
become harder to take the money and run.
9. A necessary part of the mix
One-to-One One-to-Many
Many-to-One Many-to-Many
* So I hope you can see now how Social Media, the many to many, really is a new thing, not just today’s hype but a truly emergent kind of marketing made
possible only by the internet and mass, persistent, conversations that go beyond the pervious market limitations (of limited time and local space).
* And it’s human voices that are emerging. Marketing speak is ignored (at best) but ofter replaced with the truth from consumers directly affected by a product
(for better or worse). A bad review of the service at a B&B on Trip Advisor can kill an entire summer for unscrupulous owners that used to rely on great location
alone. Customers want to be repeat customers, they want to have a great experience/product, and they want to form relationships for future transactions... it’s
become harder to take the money and run.
10. A necessary part of the mix
One-to-One
One-to-Many
Many-to-One Many-to-Many
* So I hope you can see now how Social Media, the many to many, really is a new thing, not just today’s hype but a truly emergent kind of marketing made
possible only by the internet and mass, persistent, conversations that go beyond the pervious market limitations (of limited time and local space).
* And it’s human voices that are emerging. Marketing speak is ignored (at best) but ofter replaced with the truth from consumers directly affected by a product
(for better or worse). A bad review of the service at a B&B on Trip Advisor can kill an entire summer for unscrupulous owners that used to rely on great location
alone. Customers want to be repeat customers, they want to have a great experience/product, and they want to form relationships for future transactions... it’s
become harder to take the money and run.
11. A necessary part of the mix
One-to-One
Phone calls, customer service,
meetings, etc. One-to-Many
Many-to-One Many-to-Many
* So I hope you can see now how Social Media, the many to many, really is a new thing, not just today’s hype but a truly emergent kind of marketing made
possible only by the internet and mass, persistent, conversations that go beyond the pervious market limitations (of limited time and local space).
* And it’s human voices that are emerging. Marketing speak is ignored (at best) but ofter replaced with the truth from consumers directly affected by a product
(for better or worse). A bad review of the service at a B&B on Trip Advisor can kill an entire summer for unscrupulous owners that used to rely on great location
alone. Customers want to be repeat customers, they want to have a great experience/product, and they want to form relationships for future transactions... it’s
become harder to take the money and run.
12. A necessary part of the mix
One-to-One One-to-Many
Phone calls, customer service,
meetings, etc.
Many-to-One Many-to-Many
* So I hope you can see now how Social Media, the many to many, really is a new thing, not just today’s hype but a truly emergent kind of marketing made
possible only by the internet and mass, persistent, conversations that go beyond the pervious market limitations (of limited time and local space).
* And it’s human voices that are emerging. Marketing speak is ignored (at best) but ofter replaced with the truth from consumers directly affected by a product
(for better or worse). A bad review of the service at a B&B on Trip Advisor can kill an entire summer for unscrupulous owners that used to rely on great location
alone. Customers want to be repeat customers, they want to have a great experience/product, and they want to form relationships for future transactions... it’s
become harder to take the money and run.
13. A necessary part of the mix
One-to-One One-to-Many
Traditional marketing message,
Phone calls, customer service,
journalism, reviews from
meetings, etc.
key influencers
Many-to-One Many-to-Many
* So I hope you can see now how Social Media, the many to many, really is a new thing, not just today’s hype but a truly emergent kind of marketing made
possible only by the internet and mass, persistent, conversations that go beyond the pervious market limitations (of limited time and local space).
* And it’s human voices that are emerging. Marketing speak is ignored (at best) but ofter replaced with the truth from consumers directly affected by a product
(for better or worse). A bad review of the service at a B&B on Trip Advisor can kill an entire summer for unscrupulous owners that used to rely on great location
alone. Customers want to be repeat customers, they want to have a great experience/product, and they want to form relationships for future transactions... it’s
become harder to take the money and run.
14. A necessary part of the mix
One-to-One One-to-Many
Traditional marketing message,
Phone calls, customer service,
journalism, reviews from
meetings, etc.
key influencers
Many-to-One
Many-to-Many
* So I hope you can see now how Social Media, the many to many, really is a new thing, not just today’s hype but a truly emergent kind of marketing made
possible only by the internet and mass, persistent, conversations that go beyond the pervious market limitations (of limited time and local space).
* And it’s human voices that are emerging. Marketing speak is ignored (at best) but ofter replaced with the truth from consumers directly affected by a product
(for better or worse). A bad review of the service at a B&B on Trip Advisor can kill an entire summer for unscrupulous owners that used to rely on great location
alone. Customers want to be repeat customers, they want to have a great experience/product, and they want to form relationships for future transactions... it’s
become harder to take the money and run.
15. A necessary part of the mix
One-to-One One-to-Many
Traditional marketing message,
Phone calls, customer service,
journalism, reviews from
meetings, etc.
key influencers
Many-to-One
Customer feedback, surveys,
aggregated data
Many-to-Many
* So I hope you can see now how Social Media, the many to many, really is a new thing, not just today’s hype but a truly emergent kind of marketing made
possible only by the internet and mass, persistent, conversations that go beyond the pervious market limitations (of limited time and local space).
* And it’s human voices that are emerging. Marketing speak is ignored (at best) but ofter replaced with the truth from consumers directly affected by a product
(for better or worse). A bad review of the service at a B&B on Trip Advisor can kill an entire summer for unscrupulous owners that used to rely on great location
alone. Customers want to be repeat customers, they want to have a great experience/product, and they want to form relationships for future transactions... it’s
become harder to take the money and run.
16. A necessary part of the mix
One-to-One One-to-Many
Traditional marketing message,
Phone calls, customer service,
journalism, reviews from
meetings, etc.
key influencers
Many-to-One Many-to-Many
Customer feedback, surveys,
aggregated data
* So I hope you can see now how Social Media, the many to many, really is a new thing, not just today’s hype but a truly emergent kind of marketing made
possible only by the internet and mass, persistent, conversations that go beyond the pervious market limitations (of limited time and local space).
* And it’s human voices that are emerging. Marketing speak is ignored (at best) but ofter replaced with the truth from consumers directly affected by a product
(for better or worse). A bad review of the service at a B&B on Trip Advisor can kill an entire summer for unscrupulous owners that used to rely on great location
alone. Customers want to be repeat customers, they want to have a great experience/product, and they want to form relationships for future transactions... it’s
become harder to take the money and run.
17. A necessary part of the mix
One-to-One One-to-Many
Traditional marketing message,
Phone calls, customer service,
journalism, reviews from
meetings, etc.
key influencers
Many-to-One Many-to-Many
Social Media,
Customer feedback, surveys,
aggregated data
* So I hope you can see now how Social Media, the many to many, really is a new thing, not just today’s hype but a truly emergent kind of marketing made
possible only by the internet and mass, persistent, conversations that go beyond the pervious market limitations (of limited time and local space).
* And it’s human voices that are emerging. Marketing speak is ignored (at best) but ofter replaced with the truth from consumers directly affected by a product
(for better or worse). A bad review of the service at a B&B on Trip Advisor can kill an entire summer for unscrupulous owners that used to rely on great location
alone. Customers want to be repeat customers, they want to have a great experience/product, and they want to form relationships for future transactions... it’s
become harder to take the money and run.
18. A necessary part of the mix
One-to-One One-to-Many
Traditional marketing message,
Phone calls, customer service,
journalism, reviews from
meetings, etc.
key influencers
Many-to-One Many-to-Many
Social Media,
customers talking about you,
Customer feedback, surveys,
aggregated data
* So I hope you can see now how Social Media, the many to many, really is a new thing, not just today’s hype but a truly emergent kind of marketing made
possible only by the internet and mass, persistent, conversations that go beyond the pervious market limitations (of limited time and local space).
* And it’s human voices that are emerging. Marketing speak is ignored (at best) but ofter replaced with the truth from consumers directly affected by a product
(for better or worse). A bad review of the service at a B&B on Trip Advisor can kill an entire summer for unscrupulous owners that used to rely on great location
alone. Customers want to be repeat customers, they want to have a great experience/product, and they want to form relationships for future transactions... it’s
become harder to take the money and run.
19. A necessary part of the mix
One-to-One One-to-Many
Traditional marketing message,
Phone calls, customer service,
journalism, reviews from
meetings, etc.
key influencers
Many-to-One Many-to-Many
Social Media,
customers talking about you,
Customer feedback, surveys,
your product,
aggregated data
* So I hope you can see now how Social Media, the many to many, really is a new thing, not just today’s hype but a truly emergent kind of marketing made
possible only by the internet and mass, persistent, conversations that go beyond the pervious market limitations (of limited time and local space).
* And it’s human voices that are emerging. Marketing speak is ignored (at best) but ofter replaced with the truth from consumers directly affected by a product
(for better or worse). A bad review of the service at a B&B on Trip Advisor can kill an entire summer for unscrupulous owners that used to rely on great location
alone. Customers want to be repeat customers, they want to have a great experience/product, and they want to form relationships for future transactions... it’s
become harder to take the money and run.
20. A necessary part of the mix
One-to-One One-to-Many
Traditional marketing message,
Phone calls, customer service,
journalism, reviews from
meetings, etc.
key influencers
Many-to-One Many-to-Many
Social Media,
customers talking about you,
Customer feedback, surveys,
your product,
aggregated data
your brand
* So I hope you can see now how Social Media, the many to many, really is a new thing, not just today’s hype but a truly emergent kind of marketing made
possible only by the internet and mass, persistent, conversations that go beyond the pervious market limitations (of limited time and local space).
* And it’s human voices that are emerging. Marketing speak is ignored (at best) but ofter replaced with the truth from consumers directly affected by a product
(for better or worse). A bad review of the service at a B&B on Trip Advisor can kill an entire summer for unscrupulous owners that used to rely on great location
alone. Customers want to be repeat customers, they want to have a great experience/product, and they want to form relationships for future transactions... it’s
become harder to take the money and run.
21. A necessary part of the mix
One-to-One One-to-Many
Traditional marketing message,
Phone calls, customer service,
journalism, reviews from
meetings, etc.
key influencers
Many-to-One Many-to-Many
Social Media,
customers talking about you,
Customer feedback, surveys,
your product,
aggregated data
your brand
(whether you like it or not!)
* So I hope you can see now how Social Media, the many to many, really is a new thing, not just today’s hype but a truly emergent kind of marketing made
possible only by the internet and mass, persistent, conversations that go beyond the pervious market limitations (of limited time and local space).
* And it’s human voices that are emerging. Marketing speak is ignored (at best) but ofter replaced with the truth from consumers directly affected by a product
(for better or worse). A bad review of the service at a B&B on Trip Advisor can kill an entire summer for unscrupulous owners that used to rely on great location
alone. Customers want to be repeat customers, they want to have a great experience/product, and they want to form relationships for future transactions... it’s
become harder to take the money and run.
23. Networked markets grow smart...
“Business-as-usual doesn’t realize this because it continues
to conceptualize markets as distant abstractions --
battlefields, targets, demographics -- and the Net as simply
another conduit down which companies can broadcast
messages. But the Net isn’t a conduit, a pipeline, or another
television channel. The Net invites your customers in to talk,
to laugh with each other, and to learn from each other.
Connected, they reclaim their voice in the market, but this
time with more reach and wider influence than ever.”
24. The good news for education
Mass marketed content, with marginal unit costs approaching zero, are loosing out to a wealth of free content.
As a business you should generate free content (or, better still, get your customers (and peers) to create it for you) to gain attention
(traditional marketing and advertising is now too expensive to get the necessary amount of the precious attention of a modern
consumer) and then you simply funnel your highly attentive potential customers towards limited and bespoke courses.
25. The good news for education
What’s bad about
the Internet for mass
marketeers (book
sellers, movie
distribution
companies, record
labels) is great news
for bespoke and
limited course
providers.
Mass marketed content, with marginal unit costs approaching zero, are loosing out to a wealth of free content.
As a business you should generate free content (or, better still, get your customers (and peers) to create it for you) to gain attention
(traditional marketing and advertising is now too expensive to get the necessary amount of the precious attention of a modern
consumer) and then you simply funnel your highly attentive potential customers towards limited and bespoke courses.
26. The good news for education
What’s bad about
the Internet for mass
marketeers (book
sellers, movie
distribution
companies, record
labels) is great news
for bespoke and
limited course
providers.
Mass marketed content, with marginal unit costs approaching zero, are loosing out to a wealth of free content.
As a business you should generate free content (or, better still, get your customers (and peers) to create it for you) to gain attention
(traditional marketing and advertising is now too expensive to get the necessary amount of the precious attention of a modern
consumer) and then you simply funnel your highly attentive potential customers towards limited and bespoke courses.
27. Flip the funnel
(and turn it into a megaphone)
Traditional marketing is failing
Friends and customers are an underused resource
It might sound a little Machiavellian but “friends” are defined as “prospects you’ve earned permission to talk with”
Hopefully you’ve got more customers than sales people! And you’ve got more permission-based friends than customers... so...
What happens to the goodwill of happy customers? Do you help them stay connected and help you spread the word? Or do they just go into a
database to be contacted every 6-12 months?
28. Flip the funnel
(and turn it into a megaphone)
“Turn strangers into friends
Turn friends into customers
And then... do the most important job:
Turn your customers into salespeople.”
- Seth Godin
Traditional marketing is failing
Friends and customers are an underused resource
It might sound a little Machiavellian but “friends” are defined as “prospects you’ve earned permission to talk with”
Hopefully you’ve got more customers than sales people! And you’ve got more permission-based friends than customers... so...
What happens to the goodwill of happy customers? Do you help them stay connected and help you spread the word? Or do they just go into a
database to be contacted every 6-12 months?
29. The take-away
★ First, listen
★ Turn the funnel into a megaphone and be loud, passionate advocates for
everything you do.
★ And... let your audience talk to you
★ ...and for you
★ When you do speak, speak real words
★ As if you were in a real marketplace
30. So... let’s talk!
★ What kinds of conversations could the Centre for Collaboration &
Partnership be having with it’s audience?
★ What is the audience?
★ Who is it composed of?
★ How do they talk?
★ What can you supply that meets their demands?
Exercise: Spend some time having a think about these questions and how they will inform
your Digital Marketing plans
31. Wrap-up
You should now...
★ understand the benefits of SM for generating new
business
★ see SM as crucial element of a modern marketing
mix
★ feel confident and comfortable joining conversations
and ‘putting your head above the parapet’