A statement from Leo Burnett in Direct Marketing News said:
"The study and the framework it yields show marketers what the shopping needs are in their category and therefore what social media will best help fulfill those needs," Jones said. What was surprising about the findings was "how varied are people’s shopping needs in different categories, and how poorly aligned to these needs are most marketing strategies," he said.
"E-commerce retailers can assess the different shopping needs in the various categories of goods they sell and leverage different forms of social media to drive traffic to those categories," said Jones.
Source: Direct Marketing News
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