Gartner Research

Digital Channel Survey 2016: Social Marketers Expand Tactics for Results

Published: 07 September 2016

ID: G00308950

Analyst(s): Jay Wilson , Anna Maria Virzi


As social marketing matures, social marketers focus on advertising and advocacy programs, invest in 1:1 engagement and content publishing technologies, and drive traffic to support digital commerce initiatives.

Table Of Contents

Survey Objective

Data Insights

  • Eighty Percent of Social Marketers Say They Have or Will Have Social Advertising Programs, and Nearly Two-Thirds Will Have Employee and/or Customer Advocacy Programs in Place Within 12 Months
  • Marketers View Social Media as an Effective Channel for Driving Traffic to Their Sites, But It Is Less Successful at Enabling Conversion and Transactions
  • Sixty-Five Percent of Social Marketers Said 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
  • Methodology
  • Definitions

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