Social media is required for business--all businesses. It ties all your other advertising together: every ad you place in your local community, whether it's on TV, radio, on billboards, in all of your direct mail, for newspaper ads, or everything else you do on other social networks. Social media ties all your marketing together in such a way to support your customer life cycle.

Customer Life Cycle

There are specific steps that every customer must travel throug...
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Do you remember the advertising expression "Look for this on your grocer's shelf?"

Although this expression is fading away in modern advertising, the use of it indicates a psychological understanding of consumer buying behavior. This buying behavior was once viewed as a 3-step mental model that we all experience before buying something. Here's that mental model:

1. Stimulus - Something happens that makes us interested.
2. Shelf - We are standing in front of the grocer's shelf looking for the item.<...
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You can spend 10 months trying to fine tune your Google AdWords campaign, really learning the ins and outs of how to attract your target customers to your jewelry store, but nothing you learn is going to prepare you for the affect that the Holiday Season has on AdWords.

The Holiday Season is about gift giving, and the holiday gift giving mentality is different than the rest of the year.

As you are most defiantly aware, jewelry is the gift to give throughout the year when someone is celebrating a birthday or job promotion, to say thank you, or to cheer someone up. Jewelry is given during economic hard times as a way of saying better times will come and during economic good times to celebrate what you have.

However, even though the Holiday Season has religious celebrations at its core, gift giving can greatly overshado...
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