从品牌对话中创造价值

The research shows that customer conversations, both online and offline, play a significant role in purchase decisions. However, separate marketing strategies are required for each type of conversation. Nordstrom, a Seattle-based retailer, experienced a surge in mentions of its brand on Twitter and other sites after President Trump criticized the company on social media. However, in offline conversations, the sentiment remained positive. The study found that divergent conversations about brands are common, and there is little correlation between online and offline conversations, despite their impact on a company's sales. Marketing strategies should be tailored to each type of conversation to maximize its impact.