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Blurring the lines between sales and marketing: Influencing sales through customer-segmented social media marketing

Author

Listed:
  • Melchior, Erica

Abstract

Utilising customer segmentation in social media advertising is an effective way to market to, and convert business-to-business customers. Through strategic research, validation of audience mapping to social media and carefully selecting social media targeting options, marketers can reduce irrelevant clicks, preserve budgets and influence sales.

Suggested Citation

  • Melchior, Erica, 2017. "Blurring the lines between sales and marketing: Influencing sales through customer-segmented social media marketing," Journal of Digital & Social Media Marketing, Henry Stewart Publications, vol. 5(1), pages 28-38, March.
    • Handle: RePEc:aza:jdsmm0:y:2017:v:5:i:1:p:28-38
    as

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    More about this item

    Keywords

    social media; sales; pay-per-click; targeting; demographics; customer segmentation; advertising;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

    Statistics

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