Grainger emphasizes search engine marketing, targeted e-mail s, and mining online data.
SURVEY: SOCIALLY ACCEPTABLE
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But more important for Grainger, the forum helped the retailer identify MRO professionals with a particular interest in a topic important to them, Patel says.
Grainger offers a prime example of how many online retailers are viewing social media: an important way to engage their respective audiences, even if it is not yet a significant way to boost sales.