Gartner Research

Social Marketing Primer for 2016

Published: 20 January 2016

ID: G00293086

Analyst(s): Jay Wilson , Adam Sarner


Social marketing is now recognized by marketing leaders as one of the most effective channels across the customer buying journey. This research will help you deliver social marketing programs that drive desired outcomes from awareness through advocacy.

Table Of Contents



  • Top Challenges and How Gartner Can Help
    • As pressure builds on social marketers to justify investment, they must demonstrate value or risk losing momentum
    • With increased focus on paid advertising and digital commerce, social marketers risk harming the customer relationship
    • How can social marketers keep their publishing funnels filled with thought-leading and engaging content?

Related Priorities

  • Suggested First Steps
  • Essential Reading

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