It is a question that many marketing executives are asking. How can we leverage Facebook for our marketing campaign?
Well eMarketer has an interesting report on a survey of marketing professionals by TNS Media Intelligence. The survey asked what marketing objectives had the most social media potential, most said brand-building initiatives such as gaining consumer insights, building brand awareness and increasing customer loyalty.
What is interesting is that none of the participants said that increasing intent to purchase was a marketing objective.
“If you’re going to build a community, don’t center it around your product, but rather on something deeply relevant to a particular consumer group,” said eMarketer CEO Geoff Ramsey.
Our marketing executives starting to get the message that social networks are great for building brand awareness and increasing customer loyalty but poor as a sales channel?
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