Up to this point, a disproportionate share of those results appear to have been reaped the big early adopters.
The gap between the early adopters and those waiting to take the plunge has actually widened. While the average billion-dollar company spends $750,000 a year on social media, according to Bain & Company analysis, some early adopters such as Dell, Wal-Mart, Starbucks, JetBlue and American Express invest significantly more. In some instances, the investment is tens of millions of dollars.
Bain argues that social media can create value at virtually every stage of the sales funnel, from awareness to retention.
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