This market space is becoming more and more controlled by the customer and opinion leaders. Thus, you need to become part of the conversation rather than trying to control its direction.
Topics:
- What Are Drivers and Inhibitors of Interactive Digital Marketing?
- New Framework of Online and Social Media Communication
- Transition to Social CRM
- Managing Social Media as a CRM Touchpoint
- Managing Social Media as a Component of Brand Management
Understanding the various drivers and inhibitors is very important. Drivers include: creating a community of fans, empowering opinion leaders, integrating digital strategies, trust, and use of technology. Inhibitors include: a lack of knowledgeable staff, a lack of funding, management resistance, the inability to measure outcomes, and technical complexity.
The network co-production model places increased importance on the role of consumer networks, groups, and communities. In this model, customers are regarded as active co-producers of value and meaning. The user-generated content can be idiosyncratic, creative, and even resistant. Users can use the four social media communication strategies that include evaluation, embracing, endorsement, and explanation.
ENTER YOUR EMAIL ADDRESS BELOW!
