The Social Shopper: Harnessing the Disruptive Influence of Social Media

The EIU finds that in the retail sector, the jury is still out on the effectiveness of social media relative to other marketing methods, in part because good metrics remain elusive.


Key Findings:

  • One in five retailers is not using any digital channels to communicate with customers.
  • Product promotions are the low-hanging fruit of social media marketing.
  • Retailers are struggling to measure their social media investments.
  • Social media are slowly influencing other parts of the organisation. 


The 4 Cs of social media success

  1. Consistency
  2. Community
  3. Collaboration
  4. Commitment


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