An Alterian study, which found that less than one-third of companies have a strong understanding of social media conversations happening around their brand, has some very important implications for luxury marketers.
Social media marketing means talking with consumers, not at them: study
Posted ByGiselle TsirulnikOn In Featured,Marketing,Research | No Comments{"ct":"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","iv":"fa39512af28e9ff1f0e722386dab5429","s":"2f2d1589c079a284"}