Special to the eTail Blog If you are a consumer marketer and you’ve been doing social media marketing for some time, you’ve surely learned a lot about how your consumers discover and engage with your brand in their social streams.

Many of us have spent most of our time and resources building our fan communities, posting everywhere and trying to drive engagement and amplification in an effort to gain more fans and build loyalty. Some of us have realized a level of success as we’ve invested more time and money in our social media efforts, but at the same time, we’ve attracted more questions about generating sustained business value, particularly from upper management who want to know “what all this means.” Some retailers and brands have taken the first step – bringing their products to their social and mobile consumers. But promoting products in social streams is different than driving brand engagement and requires some new thinking. Over the past four years as we, ShopIgniter, have worked with our customers we’ve learned many lessons. None have been more important than uncovering the gap between discovery and purchase. Consumers aren’t in social to shop and they aren’t on your ecommerce site to share. The key challenge before us now is: How do we transition social and mobile consumers from product discovery to exploration, and on to the path to purchase? This is the question all digital marketing leaders must ask themselves today. Answering is no longer optional. This eBook we have created is solely focused on transforming how you address this question and providing guidance so you can get started immediately. Download it here and get some awesome insight into this million dollar question that everyone wants the answer to.