TAILIEUCHUNG - The DefiniTive GuiDe To Social MarkeTinG: A MArketo Workbook

Although there is plenty of literature on destination planning and development of facilities (Inskeep, 1991 and 1994; Pearce, 1989; Gunn, 1994; Davidson and Maitland, 1997), there are few textbooks examining destination marketing (Heath and Wall, 1992; Goodall and Ashworth, 1988) and even fewer illustrate destinations as an experience-provider for tourists and locals (Ryan, 1997 and 1991a). This is also reflected in the academic literature published in journals and other scientific publications. The inadequacy of destination marketing literature probably illustrates the interest of researchers in the impacts of tourism on destinations. Hence, the management and marketing of destinations is often left. | THE DEFINITIVE Markẽỉó GUIDE To sOcIal marketing A MARKETO WORKBOOK INTRODUCTION WHY SHOULD I READ THE DEFINITIVE _ guide to _ _ B2B SOCIAL MARKETING Social marketing has become an integral part of our lives and continues to evolve. A few years ago everyone was talking about the importance of B2B companies being active and creating pages on sites such as Facebook and Twitter- now the conversation has shifted and is moving towards the idea that every marketing campaign must be social. The new theory is that social is more than just a channel or tactic it is a strategy that The question is no longer should I do social the real question is why wouldn t I do social Our Definitive Guide to B2B Social Marketing shows you how to add social to every marketing activity to drive buyer engagement new business and revenue. Whether you are just starting out or have a well-defined social marketing plan this guide is your go-to handbook. Let s get social should be present in every aspect of your marketing. And now that B2B finally understands the power of social how do you harness it How do you entice and engage your audience to share your message and to be a brand ambassador As a marketer you need to learn to leverage social media - for building relationships listening to the market promoting content and influencing buyers even before they re identified as potential leads. You have to do more than social media you have to do social marketing. Marketing today is difficult. There are 200 million people on the . Do Not Call list. Over 86 of TV viewers admit to skipping commercials. Forty-four percent of direct marketing is never opened. Roughly of online banners are never clicked. Buyers wait until they have completed 60-80 of their research before reaching out to vendors . MICHAEL BRENNER Senior Director of Global Marketing at SAP _-W Marketo .

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