tumblr_ojc8ldoljf1s2tva9o1_500To understand how open customers are to receiving messages from brands in social media, the question has to shift from “How social are our customers?” to “How social are our customers in their path to purchase?”

Given the amount of time consumers spend on social networks, marketers intuitively know they need to be present on social media but many still struggle to pin point exactly: Why they need a social presence – or rather, how they can be relevant on social media, How much resources to invest in social media, And where to invest these resources.

Read all: European consumers may be active on social networks – but does that mean they use social in their path to purchase?

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