Social Media Marketing: An Hour a Day

Chapter 5. Week 2: The Social Feedback Cycle

For the past fifty years media spending has been focused largely on awareness — where it drives demand — and point-of-sale — affirming pending purchases or shifting them to a competing brand. Under-utilized by too many marketers has been the consideration process through which consumers evaluate purchase options.

The consideration phase — in the middle of the purchase funnel — turns out to be the central link between the Social Web and Marketing. This is the Operations connection of social media based marketing, where conversations between consumers based on experiences carry further and with greater trust than traditional media.

Chapter Contents

Social Media in Marketing

Consideration and the Purchase ...