Gartner Research

Social Marketing Survey Says Brands Need to 'Wake Up' to Social Commerce

Published: 29 March 2013

ID: G00250977

Analyst(s): Jake Sorofman, Julie Hopkins

Summary

Social commerce precedes and extends beyond the transaction. Strategic use of social platforms and tools can help brands to make the sale while preserving authenticity. Data from our 2013 social marketing survey indicates a real opportunity to leverage social presence to drive revenue.

Table Of Contents
  • Impacts

Analysis

Impacts and Recommendations

  • Forty-two percent of digital marketers plan to explore the use of social marketing to sell their offerings, indicating an underexploited opportunity for brands
  • Aspects of social commerce can be detrimental to social engagement if it isn't carefully woven into social experiences
  • Thirty-eight percent of digital marketers report tracking their social programs' impacts on revenue generation, but more marketers use less-tangible reach and awareness measures to indicate success

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