Gartner Research

Survey Reveals Power of Social Marketing in Multichannel Campaigns

Published: 18 August 2015

ID: G00280376

Analyst(s): Jay Wilson , Julie Hopkins , Adam Sarner

Summary

Our 2015 multichannel marketing survey reveals the weight marketers now put behind social marketing, both in terms of investment and perceived impact.

Table Of Contents
  • Impacts

Analysis

Impacts and Recommendations

  • Social media was cited by marketers as one of the most effective channels across all phases of the customer buying journey, putting social marketers firmly at the core of multichannel efforts
  • Social media was ranked as the channel most heavily invested in during the awareness and buy phases, putting increased pressure on social marketers to demonstrate results tied to success at those points of the customer journey
  • Marketers rank social media as the most important channel for postsales customer experience and advocacy, reinforcing a need for social marketers to work closely with customer service teams to create differentiated customer experiences

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