Why customer targeting matters

02/1/2013 | SmartBrief/SmartBlog on Social Media

The best social media marketing builds relationships organically, IBM's Stefan Pfeiffer writes. "[P]ersonalized advertising that builds on what the customer already owns, identifies gaps and spots ways to expand the relationship is much more effective than trying to ram something down people's throat by inundating them with spam mail and other in-your-face methods," he writes.

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