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The Digital Revolution by Alan Charlesworth

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Marketing on Social Media

Traditional media have always been channels for marketing messages; indeed, many media outlets are funded by advertising. In this respect, social media is no different—but its users are. They value the honesty of “people like us” in consumer-generated content and they do not like to be misled. Social media is “for the people, by the people” not “from the marketer.”

Gaining market information

In traditional market research, members of the public answer questions about what they think of an organization, brand, or product. This method is flawed as it is difficult to gauge what respondents really think, and it is also expensive. Now, as part of any marketing intelligence strategy, researchers can see what customers honestly ...

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