A Forrester report points out challenges faced by some business-to-business firms working online.
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These results show that retailers and brands must use the right channel to achieve their goals. Shares on social networks will broadcast the brand's message most widely, but e-mail will produce the highest conversion rate.
Every brand should develop a strategy to harness the power of its social advocates. By gaining a better understanding of consumer behavior across channels, marketers can drive measurable social marketing results that enhance the bottom line. l Angela Bandlow is vice president of marketing at Extole Inc., a provider of social marketing technology and services. She can be reached at firstname.lastname@example.org.