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In business-to-business advertising and marketing, there's a great deal of focus on "Reaching" certain audiences. That focus hasn't changed with the rise of social media. But reaching their audience effectively requires a foundation built on listening - an ancient art that's just as crucial to marketing communication in the 21st century as it ever was. The surge in social media popularity poses challenges for those listening and monitoring. One needs to understand which social media customers and targeted prospects prefer most. It's also helpful to know which social media their competitors use.
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