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If you build it, they will come.
Consumers continue to seek out and engage with social networks—from Facebook and Snapchat to Tumblr and Instagram. When you consider that the average user spends 1.72 hours per day on social platforms, it makes sense to examine which consumers are spending time on which networks—and how they are spending their “digital” time.
More specifically, what can marketers learn about consumer behavior toward specific brands based on social media activity on various networks? Do consumers start on one network in the beginning of their purchase journey and then shift to another? How can marketers best meet consumers where they are to serve them the right information at the right time to guide them toward a purchase?
The Destruction of the Marketing Funnel
If we take a closer look at the traditional marketing funnel, we see that a sale is determined by how a consumer enters the funnel, when...