In this podcast I am joined by panelists Gerard Tannam, Managing Director,  Islandbridge Brand Direction  and by Paul O'Grady, Group Commercial Director, Mercantile Group. We discuss the challenges for companies to truly put themselves in the customer shoes. The particular challenges of using social media to engage customers are discussed. Paul gives some very good examples of how they differentiate their messaging across many of their brands such as Whelans, The Village and Mercantile Bar, and their restaurant brands. Gerard discusses how companies need to avoid the temptation to have a blanket approach to social media marketing. Companies need to be very sensitive to the audience contexts.

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