Gartner Research

Digital Channel Survey 2016: Mobile and Social Continue to Migrate Into Marketing's Infrastructure

Published: 14 July 2016

ID: G00302785

Analyst(s): Anna Maria Virzi , Charles Golvin


Social and mobile marketing have transitioned from specialized silos into integrated elements of the marketing organization. Digital marketing continues to mature, impacting marketing's organizational and investment models. Marketers can expect Internet of Things to follow a similar evolution.

Table Of Contents

Survey Objective

Data Insights

  • Sixty-Five Percent of Social Marketers Say Marketing Is Primarily Responsible for Managing Customer Care Interactions on Social Channels
  • The Majority of Social Marketers Plan to Increase Investments in Technologies That Support Social Engagement/Customer Service and Social Content Creation/Distribution
  • Eighty Percent of Social Marketers Say They Have or Will Have Social Advertising Programs, and Two-Thirds Say They'll Have Employee and Customer Advocacy Programs in Place Within 12 Months
  • Seventy-Two Percent of Mobile Marketers Say Their Company Either Distributes Responsibility for Mobile Across the Marketing Team or Embeds It in an Individual's Broader Charter
  • The Majority of Respondents Still Treat Mobile Marketing as an Extension of the Desktop
  • Nearly Three Out of Five Mobile Marketers Fund Mobile Efforts on a per-Campaign Basis
  • A Majority of Respondents Have at Least Partially Automated Their Mobile Marketing Adaptations
  • Marketing Leaders Say Social Marketing Is Much More Effective Than Mobile Marketing in Driving Digital Commerce Through Every Phase of the Buyer Journey
  • Marketers Attribute 16% of Digital Commerce Revenue to Social Marketing, Following Only the Web Among Digital Channels; Mobile Marketers Are More Optimistic About Their Channel's Contribution
  • Marketing Executives Are More Than Three Times More Likely to View IoT as a Long-Term Source of Marketing Innovation and Disruption Versus Just Enhancement
  • Methodology
  • Definitions

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