They must target social media platforms that best match the target audience.
The author makes recommendations on how brands can kick off their social media commerce strategy in 2020. They must experiment to understand which social media platforms are delivering the best outputs. Marketers should start with one or two social media channels based on their ideal customers.
Understanding the company’s ideal customer and their purchase journeys is recommended. Companies must engage their consumers to learn ways to map out different ways in which they discover, research and purchase products.
This information can help marketing teams to move consumers down the purchase funnel smoothly. The article cautions against assuming that all customer journeys are linear. The ideal social media commerce strategy must be unique and cultivated over many iterations.
[3 minute read]