Direct sales, defined as sales channel without a fixed retail location, was built on the premise of social networks using an individual. This industry is diverted from embracing social media, where the challenge lies in providing the benefits of face-to-face sales through social media expands. A study of Direct Selling News ‘Global 100 Top Direct Sellers’ found that Facebook, YouTube, Twitter, and the most widely used social networks are in the industry. Whil … Read more »

Direct sales, defined as sales channel without a fixed retail location, was built on the premise of social networks using an individual. This industry is diverted from embracing social media, where the challenge lies in providing the benefits of face-to-face sales through social media expands. A study of Direct Selling News ‘Global 100 Top Direct Sellers’ found that Facebook, YouTube, Twitter, and the most widely used social networks are in the industry. While 76% of direct sellers use social media for advertising purposes 55% use it for recruiting new distributors and 42% use it for reactive purposes. Consumers are followed the most popular destination for social media, through distributors and municipalities. Social media has emerged as a driver of strategy, and will be even more important in the future. Improved customer relationships will develop through listening and responding to concerns. The transparency of social media will create increasing confidence and ethical corporate cultures. Finally, consumer brand communities will be created, increasing brand value.
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from
Linda Ferrell,
O.C. Ferrell
Source: Business Horizons
9 sides.
Release Date: 15, May 2012. Prod #: BH478-PDF-ENG
Diverting Direct Selling: high-touch hugs high-tech solution HBR case

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