One of the best ways to drive website traffic and begin the customer conversion process is via social media — often part of an integrated marketing program. Social media is an exciting digital channel that offers immediacy, scalability, reach, and customer insights which are not normally available with traditional media. Similar to its other digital channel siblings, social media provides an abundance of visitor data for marketing analysis.
The formation of strong customer relationships is essential for business success, requiring marketing to understand not only customer demographics, but also data activity points such as online purchase data, browsing behavior, social media interactions, mobile device usage, and more. At the same time, consumers want to be heard, recognized, and desire a more personalized experience when interacting with businesses.
A great amount of personal data must be collected for user personalization and to ensure the best possible experience for the customer across all touch points. Social networks also need to collect as much personal information as possible, not only for optimal user experience, but also to sell more advertising. Continue reading