By David F. Giannetto

ISBN-10: 113741040X

ISBN-13: 9781137410405

ISBN-10: 134948895X

ISBN-13: 9781349488957

ISBN-10: 5220146580

ISBN-13: 9785220146585

Big Social cellular exhibits that giant information, in addition to social and cellular media, can enhance firm functionality considerably, yet basically while carried out in a holistic style. This publication deals an integrative procedure that has helped quite a lot of companies improve what has ordinarily made them specific, leading to transformative results.

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Extra info for Big Social Mobile: How Digital Initiatives Can Reshape the Enterprise and Drive Business Results

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Companies pushed their message out to as wide an audience as possible and hoped their name or product would stick in the minds of consumers and result in a purchase when the right moment came. Push marketing was necessary because it was difficult for companies to identify exactly when consumers wanted or needed their product—what is called pull marketing. Pull techniques are more effective because when people have expressed a need for a product they are much more likely to buy; pull methods are more successful at converting consumers to customers.

Consider, though, that the digital marketer is interacting with followers who might never learn about the actual value proposition the company was built upon and might never buy the company’s products or services. The initiative is operating within a vacuum. It is led by a social media practitioner whose expertise lies in posting content and managing online communites; someone who has been taught to borrow content from wherever they can find it in hopes of attracting more and more friends, fans, and followers.

Yet at some point organizations will reach a point of customer saturation— social and mobile techniques no longer pull in many consumers because they’ve all been pulled in by one company or another. When this occurs the only way to grow is to steal each individual customer from a competitor—typically using discounts. This is not an optimal growth strategy for many reasons, whether using traditional approaches or social media. Big Social Mobile enterprises, though, have another option. An integrated approach makes it possible for a company to associate their brand with something that appeals to a group of consumers totally outside of their target market—what I call associative marketing.

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Big Social Mobile: How Digital Initiatives Can Reshape the Enterprise and Drive Business Results by David F. Giannetto


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