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Refining Social Media Marketing Strategies 

  • February 2016
  • -
  • Frost & Sullivan
  • -
  • 28 pages

Introduction

Social media is a communications and commercial channel, with ever-changing content-rich public and semi-public conversations in virtualized global communities. These interactions often are about social customers’ experiences with companies’ products, services, and service. As such, they point to market trends both immediate, in hot new products, and longer-term, as in product and channel purchase preference shifts.
For these reasons companies are turning to social media marketing in order to identify, segment, promote to, and engage customers and prospects. This includes integrating with other channels in order to obtain and share degree customer views. In essence, social media marketing is virtualized word-of-mouth, and as such has the power to influence, customer lifetime value (CLV). But increased customer social savvy, a rapid pace of change, and stiff competition are forcing companies to further innovate the social space.

Table Of Contents

Refining Social Media Marketing Strategies 
Introduction 3
Social Media Marketing Trends 3
Social Media Marketing Challenges 10
Summary and Recommendations 13
Vendors at a Glance 16
Frost and Sullivan's Top Picks: Social Media Marketing Solutions 22

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