Over half of young adults rely on social media to help shape their buying decisions, a recent survey of consumer habits finds.
More businesses are positioning themselves to be considered. When the recession slowed business, Houston's Cactus Music turned to social media to encourage longstanding customers and new ones to give them a try.
Rather than advertise the latest sale, the move helped start an ongoing conversation that let customers feel invested in what was happening.
"We've booked performances with local and national acts; we've embraced artists carried products; and many other things we've brought into our store because of our customers coming around us, via social networking, and letting us know that it's important," Cactus' Quinn Bishop says.
Digital marketing experts say the growing reliance on social media allows for more targeted messages and interactions that tell businesses exactly who's interested and where they can be found.