In this economy need is the new want. And exceptional businesses are realizing tangible, meaningful outcomes using social media & mobile marketing. Here’s how they’re doing it — in two words: Build utility. Create Demand, Not Messages Success with “social†marketing is becoming less about creating desire, positive sentiment or aspiration among customers. It’s more about demand creation. Whether B2B or B2C, customers are buying based on what they need. Awareness, recall, positive sentiment, “engagement†and buzz aren’t enough to overcome this mercenary reality. And masses of Facebook fans or Twitter followers aren’t enough either. Buzzing or creating...
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