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How to make digital and social media work for you

Derek Boshier

Digital and social media hold enormous potential for capturing data on customer behaviour and preferences, but how can marketers untangle and make best use of the key information?

Shellie Karabell, writing for Strategy+Business, seeks advice from David Dubois, an assistant professor of marketing at international business school INSEAD.

Dubois specialises in studying the dynamics of social influence, to reveal what makes people spread news or adopt trends – whether offline or online. He teaches future marketing managers how to distinguish important trends and opportunities from the background noise.

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Source Article: The Digital Marketing Value Loop
Author(s): Shellie Karabell
Publisher: Strategy+Business