清华社数字营销：战略、实施与实践（第7版）教学课件_pp06.pptxVIP

DIGITAL MARKETINGSTRATEGY, IMPLEMENTATION AND PRACTICESeventh EditionPart 2Digital marketing strategy developmentChapter 6Relationship marketing using digital platformsChapter 6 Relationship marketing using digital platformsMain topicsUsing social media to improve customer loyalty and advocacyThe challenge of customer engagementCustomer lifecycle management strategyThe goals of marketing orchestration Using social media to improve customer loyalty and advocacy Source: Altimeter (2010)What are the main social media platforms?Source: Smart Insights (2015)Social media activities requiring managem