Digital B2B Marketing

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Is Social Media Just Winning Price Sensitive Customers?

Digital B2B Marketing

In social media, marketers buy attention with promotions or discounts. And research shows consumers expect this from marketers. 44% connect with brands on Twitter for discounts (source). The problem is, buying attention is an old school mindset, plopped into a new communication paradigm.

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Can’t Buy Me (Social Media) Love!

Digital B2B Marketing

For social media to become an important part of the marketing mix and create loyal customers, it cannot continue to rely on tactics that reinforce consumer price sensitivity. Consistent discounts and promotions erode your pricing power; preference increases your pricing power. This is your preference segment. That is OK.