How can businesses acquire new customers and increase sales to existing customers through social media marketing?

Background knowledge:

According to Chaffey and Smith (2017), there are six core social media marketing activities that will together form your social media marketing strategy:

a) Define listening and reputation strategy, b) Transform the brand through social media, c) Acquire new customers using social media, d) Increase sales to existing customers, e) Enhance customer service through social media marketing, and 6) Harness insights to develop the brand using social media optimization.

Discussion question:

1) In digital marketing, why is it important to acquire new customers and increase sales to existing customers? Do you think one is more important than the other? Why? Why not?

2) How can businesses acquire new customers and increase sales to existing customers through social media marketing? Give specific business examples.

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