Free, feel-good social media posts are a thing of the past. Harness the new sophisticated, consumer-changing social media marketing of the present and future with these considerations.
Originally printed in the April 2021 issue of Produce Business.
The influence of social media ballooned during 2020, fueled by the pandemic and consumer habits. “As the importance of social media continues to grow, a brand’s relevancy will be largely determined by its social relevance,” says CarrieAnn Arias, vice-president of marketing for Naturipe in Salinas, CA. “Ultimately, these values will directly impact sales as they are crucial variables in forming the consumer opinions.”
This exponential impact led retailers, marketers and suppliers to heighten the social component of promotion strategies. “You can merchandise all the POP material you want in store, but if potential customers never make it in the front door, how will they know what you’re selling?” says Brittany Rosen, social media manager for Harps Food Stores in Springdale, AR, with 113 stores.
“You can merchandise all the POP material you want in store, but if potential customers never make it in the front door, how will they know what you’re selling?”
– Brittany Rosen, Harps Food Stores
Ivonne Kinser, head of digital marketing and eCommerce at Avocados From Mexico (AFM) in Irving, TX, shares the finding in research conducted by Deloitte LLP in The Digital Divide 2017 that more than…