Direct sales, defined as sales channel without a fixed point of sale, was built on the principle of leveraging social networks of an individual. This industry is redirected to embrace social media, the challenge here is to offer the benefits of face-to-face sales, bolstered by social media. A review of “Global Top 100 direct sales” Direct Selling News found that Facebook, YouTube and Twitter are the most popular social networks in the industry. While 76% of direct marketers use social media for promotional purposes, 55% use it to recruit new distributors and 42% use it for the purpose reagents. Consumers are the most popular social objective, followed by distributors and communities. Social media has evolved as a pilot of the strategy, and will be even more important in the future. Improving customer relationships to develop listening and responding to concerns. Transparency created by social media is improving trust and ethical organizational cultures. Finally, the consumer brand communities are emerging that increase brand value.
by
Linda Ferrell,
O.C. Ferrell
Source: Business Horizons
9 pages.
May 15 2012: release date. Prod #: BH478-PDF-ENG
Redirecting direct sales: High-Touch Box embraces high-tech solutions
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