Mangold and Flauds (2009) suggested that the tools and strategies used for communicating with customers have significantly changed with the emergence of social media, and go on to propose that social media should be considered a part of a firm’s promotional mix. Now, six years on, Mangold and Flauds couldn’t be more right. The shift towards social media marketing is growing stronger every day and it is now crucial for marketers to become more responsive to real-time activities and increase engagement with their customers.
via Social Media Marketing: How much does reacting in real-time really cost? | nm209’s blog.