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This approach worked well for Envelopes.com. After deciding to take the social media plunge in 2009, the Amityville, New York-based supplier considered where its customers lived and played online. All signs pointed to Facebook.
"When using traditional marketing channels like paid search, email, print ads and banners, companies are sort of speaking to a vast audience and hoping to capture a small percentage of that audience who is really interested. Facebook allows us to speak directly to a group of people who were already honed in on our brand," said Whitney Grekin, eCommerce marketing coordinator. "Our Facebook audience is a targeted group of people who have already told us they 'Like' us and are interested in what we have to say."
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Elise Hacking Carr
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Elise Hacking Carr is senior production editor for Print & Promo Marketing magazine, and managing editor for PRINTING United Journal.
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