[{"@context":"https:\/\/schema.org\/","@type":"BlogPosting","@id":"https:\/\/www.the-future-of-commerce.com\/2013\/05\/22\/marketing-social-media-investment\/#BlogPosting","mainEntityOfPage":"https:\/\/www.the-future-of-commerce.com\/2013\/05\/22\/marketing-social-media-investment\/","headline":"Marketing in the age of conversation requires investment, agility","name":"Marketing in the age of conversation requires investment, agility","description":"Social media is a 24-hour conversation led by customers, as the distinction between advertising and entertainment becomes more and more blurred.","datePublished":"2013-05-22","dateModified":"2024-03-01","author":{"@type":"Person","@id":"https:\/\/www.the-future-of-commerce.com\/contributor\/margot-heiligman\/#Person","name":"Margot Heiligman","url":"https:\/\/www.the-future-of-commerce.com\/contributor\/margot-heiligman\/","identifier":80,"image":{"@type":"ImageObject","@id":"https:\/\/secure.gravatar.com\/avatar\/a366a0e276893c7eec8b1b2a6e188da05b8398fdb0e66d7d89358cf1f1b0d2cf?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/a366a0e276893c7eec8b1b2a6e188da05b8398fdb0e66d7d89358cf1f1b0d2cf?s=96&d=mm&r=g","height":96,"width":96}},"publisher":{"@type":"Organization","name":"The Future of Commerce","logo":{"@type":"ImageObject","@id":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2023\/01\/logo-foc-schema-app-1.png","url":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2023\/01\/logo-foc-schema-app-1.png","width":172,"height":60}},"image":{"@type":"ImageObject","@id":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2020\/03\/CorporateSocialMedia_HB.jpg","url":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2020\/03\/CorporateSocialMedia_HB.jpg","height":375,"width":1200},"url":"https:\/\/www.the-future-of-commerce.com\/2013\/05\/22\/marketing-social-media-investment\/","about":[{"@type":"Thing","@id":"https:\/\/www.the-future-of-commerce.com\/marketing\/","name":"Marketing","sameAs":["https:\/\/en.wikipedia.org\/wiki\/Marketing","http:\/\/www.wikidata.org\/entity\/Q39809"]},{"@type":"Thing","@id":"https:\/\/www.the-future-of-commerce.com\/marketing\/social-media\/","name":"Social Media","sameAs":["https:\/\/en.wikipedia.org\/wiki\/Social_media","http:\/\/www.wikidata.org\/entity\/Q202833"]}],"wordCount":324,"keywords":["Social Commerce","Social Marketing","Social Media"],"articleBody":"A recent story in The Economist reveals what Super Bowl Sunday looked like for one big brand and suggests that, in the age of digital tools, marketing is no longer “voodoo” but a strategic, measurable science.Nestl\u00e9\u2019s \u201cdigital acceleration team\u201d (DAT) sequestered itself at its Lake Geneva headquarters to monitor the social-media conversation around other brands’ TV spots during the biggest advertising day of the calendar year.      Social media and customer service: Aligning for great CX                Customers demand seamless experiences across channels, so social media and customer service teams must collaborate to boost the customer experience.      Social media: Changing the marketing gameWhen the now-infamous power outage struck the Mercedes-Benz\u00a0Superdome and interrupted the game, the Nestl\u00e9\u00a0team was able to see exactly how brands responded and team leader Pete Blackshaw said it “completely changed the equation.”In fact, it allowed the conversations to expand and offered new opportunities for brands to engage directly with customers in real-time as the event unfolded.Agility and technology are both required for brands that want to capitalize on disruption, and context is everything.Nestl\u00e9 uses sophisticated tools \u00a0to get a metrics-rich snapshot of how their products resonate with customers using social media.      Social customer experience management: Definition, benefits, examples                Companies today can\u2019t afford to ignore social media in their customer experience. Here's how you can start socializing your CX today.      With that kind of measurement and engagement comes a shock to the traditional marketing system, including:Conversation takes place 24 hours a day on social media \u2013 and customers are in charge of that conversationThe distinction between advertising and entertainment is increasingly blurredAdvertising can no longer count on interruption. Now, the game is to be sought out and sharedTo harness the power of conversation, marketers are spending on technology. According to Gartner, 70 percent of large American companies have hired a marketing-technology guru.  Marketing that clicks.Results that rock.Take the product tour HERE.\u00a0"},{"@context":"https:\/\/schema.org\/","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"name":"2013","item":"https:\/\/www.the-future-of-commerce.com\/2013\/#breadcrumbitem"},{"@type":"ListItem","position":2,"name":"05","item":"https:\/\/www.the-future-of-commerce.com\/2013\/\/05\/#breadcrumbitem"},{"@type":"ListItem","position":3,"name":"22","item":"https:\/\/www.the-future-of-commerce.com\/2013\/\/05\/\/22\/#breadcrumbitem"},{"@type":"ListItem","position":4,"name":"Marketing in the age of conversation requires investment, agility","item":"https:\/\/www.the-future-of-commerce.com\/2013\/05\/22\/marketing-social-media-investment\/#breadcrumbitem"}]}]