It’s very easy to blame something on the numbers. It’s also very easy to say something isn’t worth it, and to ask questions like –
How many of my customers really blog?
How many of them listen to podcasts?
How many of them are on Twitter?
But in the end it’s a pretty simple answer. Enough are.
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Not to mention, by the time these questions are “sufficiently” answered, it’s very likely the opportunity to ascertain if these vehicles are right for a brand has passed. At that point, it’s, once again, all about results.