Content courtesy of Harvard Business Review
Still think that Twitter and Facebook are only effective marketing tools for direct-to-consumer campaigns? Beth Comstock, GE’s Senior Vice President and Chief Marketing Officer, and Linda Boff, Executive Director of Global Digital Marketing, cogently argue otherwise. The frequency and influence of online searches as well as changing purchasing attitudes dictate that digital and social media initiatives will quickly become top strategies to draw new customers and maintain existing ones. Comstock and Boff explain the three core qualities needed for a successful digital marketing plan for business customers: Radical Transparency, Micro-Relevancy and Open Collaboration.