Web retailers have been urged to research their target audience carefully before embarking on a marketing campaign.
Richard White, founder of TheAccidentalSalesman.com, believes that once a company really understands who they want to sell to, they will be well placed to use social media to engage with their customers.
Social media should not be seen as a fix-all solution, Mr White claims, but with the right strategy it can be a powerful tool for increasing brand awareness and keeping in touch with consumers regarding the latest available deals and offers.
"Many PR firms are now doing more work on social media than they are in print media and I think that businesses should consider getting specialist help to ensure their marketing communications are joined up," he added.
Mr White also advises companies that different types of social media will be more appropriate for some businesses than others, further highlighting the need to know the target audience.
Posted by Richard Jones