February 2015
Intermediate to advanced
256 pages
6h 41m
English
Content preview from Customer-Centric Marketing
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All organizations seeking to market themselves online via, for example, social networking sites face fundamental challenges regarding the issue of ‘identity’. Who are the ‘users’? Are users and customers the same thing? Can you treat users of Twitter in the same way as you would users of Facebook or LinkedIn?
Not only that, ‘hyper-connectivity’, our constant connection to the internet, will drive profound changes in society, as our online interactions form new identities away from traditional geo-demographics, and once separate elements of our lives (for example, personal and professional lives) begin to blur (Foresight, 2013).
There are major differences in the reasons why and how people use different ...
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