If you want to know how your customers and prospects expect to be marketed to (what they set as their norms), look at retailing. To this end, the study “Personalization Comes of Age: 2014 Retailing and Consumer Insights” from the e-tailing group, is very enlightening.
When it comes to applying consumer trends, try thinking beyond those who are currently living the trend.
The specific type of retail-ready package for the job depends on the specific retail environment where the products will live, but there are many factors to consider.
Every piece of communication can help dimensionalize a company, further define its brands and tighten bonds with customers. But very few have that kind of macro perspective on and exposure to all the content they produce.
If you're tweeting without using the marked keywords and phrases, you're missing out on a powerful component of your social media strategy.