Now, instead of the 4 P’s, Hoffman and Fodor contend the 4 C’s are critical for engagement in social media — connections, creation, consumption and control. This shift requires a change in the way normal marketing metrics are collected and evaluated — especially ROI.
Measuring ROI in Social Media
Filed Under: Marketing Analytics, Marketing Strategy, Social Marketing Tagged With: advertising, brand, brand awareness, brand strategy, consumer engagement, Donna Hoffman, engagement, Marek Fodor, marketing, marketing manager, marketing metrics, Marketing Strategy, motivate consumers to engage with the brand, partial employees, ROI, sales, social advertising, social media, social media campaign, social media objectives, social networks, strategy, strong relationship with customers, word of mouth advertising
Marketing Strategy: Dangers of Profiling in Social Networks
Unfortunately, like all good tools of marketing strategy, social networks are ripe for abuse by firms who don’t realize how to use them correctly. As social network technology has evolved, so has the potential for abuse.
Filed Under: Marketing Analytics, Marketing Strategy, Social Marketing Tagged With: advertising, advertising message, brand, brands, clickstream data, consumer engagement, consumer profiling, engagment, marketing, Marketing Strategy, social network marketing strategy, social network technology, social networks
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