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Online engagement drives the customer purchase journey

Marketing Week

I agree with the view that social media needs to have a business case rather than just being seen as a tool for engagement (MW 1 September) and that interaction rather than clicks is the driver of the customer purchase journey. Email remains the most efficient means of driving this interaction but simply having a […]

Dwell time measure of interaction

Marketing Week

Any positive interaction with a brand may increase conversion (MW 1 September) but I would be wary of the concept that getting your customers to start furiously retweeting will make your sales soar. Time spent engaging with your brand is definitely important but the nature of that dwell time is the crucial bit. Interactions must […]

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