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 360 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.
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