Trends Report

Embedding Social Media Into The Marketing Mix

How Interactive Marketers Can Use Social Media To Enhance Other Channels

April 15th, 2011
SC
Sean Corcoran
With contributors:
Emily Riley , Jennifer Wise

Summary

Social media is now embedded in every aspect of the customer journey — from ratings and reviews to "like" buttons to tweets. The opportunity for interactive marketing has evolved from building individual social applications to using social media to enhance a wide variety of marketing channels, including established interactive channels like display media and search marketing and even more traditional marketing like TV advertising and in-store marketing. To create the biggest sales and brand impact per dollar spent on social media, interactive marketers should work across marketing teams to incorporate social media at every stage of the customer life cycle.

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