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

Erica Melchior

Journal of Digital & Social Media Marketing, 2017, vol. 5, issue 1, 28-38

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.

Keywords: social media; sales; pay-per-click; targeting; demographics; customer segmentation; advertising (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2017
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