Use social networks to drive sales gains
Peter Field
As we enter recession, marketing budgets are being cut and a massive increase in price promotion is taking place, neither of which will achieve the intended goal of improving profitability. A better approach is to look for ways of achieving additional campaign impact at relatively low cost, such as using social networks.
Many campaigns have benefited accidentally from social networks as consumers have picked up interesting ideas and shared them among their friends. Happy accidents are nice when they happen, but in the current climate we need to work the social...