Here is a draft of the first chapter of Social Marketing to the Business Customer by Paul Gillin and Eric Schwartzman. This chapter focuses on drawing the major distinctions between business-to-business (B2B) and business-to-consumer (B2C) markets and where social marketing has particular value to B2B companies. Dell conceived of the community in 2007 as a way to enhance loyalty among its largest customers. Welcome to the new world of B2B communications. In fact, B2B companies were among the earliest adopters of social media. MORE >>

The holiday numbers are in, the mobile user surveys are done, and the implications for brands, retailers and marketers are profound. Tracking consumer purchase patterns on the move, along with the ability to separate data into specifically targeted user groups and demographic patterns, gives brands an effective, expedient way of reaching prospective customers, and securing their long-term loyalty. How you choose to market your brand now will be critical for future customer acquisition and loyalty. Location-aware marketing is gaining serious traction. MORE >>

With those basics established, here are 10 ways for small (or really, almost any size) businesses to use social networks for marketing and PR. What helps most, however, is having your content shared and passed along by others with high influence in your market space. Perform competitive and market research. Knowing what kinds of questions your prospective customers are asking, what problems they are trying to solve, and their opinions and observations about competitive firms can help you develop content that better meet market needs and set you apart from competitors. MORE >>

Thanks to smarter marketing, better technology and consumers speaking out, 2013 just might be the year we see a real shift in how close customers and companies can really get. It’s no longer an option for marketers—it’s a must-have. Retailers Start to Love Loyalty Programs -  It’s not just for frequent fliers anymore. are launching loyalty programs—and integrating data into comprehensive customer profiles—to offer the next level of personalization and service. B2B companies—and their customers—crave a great online experience too.  You’ll be forgiven if you. MORE >>

No marketing activity is an island. Every business should be working on integrating all data platforms, silos, marketing channels and businesses processes right now in order to have a single customer view and 360 degrees social CRM approach. This does not mean you should only invest in CRM, integration, data and the most cost efficient forms of marketing (and business). But, even without that, it’s time to make the difference by having a smart marketing approach that’s human, data-driven and social. It’s important to know your Return On Marketing Investment. MORE >>