Gartner Research

Break Down Silos Between Social and Multichannel Marketing for Stronger Business Outcomes

Published: 25 March 2019

ID: G00367660

Analyst(s): Jay Wilson


Social marketing succeeds when it supports the broader organization with relevant content, customer data and insights. Marketing leaders who combine the right strategy, tools, content and distribution approach to their social marketing efforts deliver greater business value.

Table Of Contents
  • Key Challenges



  • Connect Social Teams to the Rest of the Marketing Organization
    • Capitalize on T-Shaped Marketing Capabilities
    • Give Social Marketing Teams Access to Digital Advertising Spend
  • Develop a Social Marketing Strategy to Improve Customer Experience
    • Align Your Strategy to the Customer Journey
    • Involve Contributors From Beyond the Social Marketing Team in Strategy Development
  • Evaluate How Martech Investments Can Merge Social With Multichannel Efforts
  • Enable Social Data to Inform and Support Wider Business Goals
  • Provide Cross-Channel Content Value
    • Put Paid Support Behind Organic Efforts
    • Embed Talent and Integrate Tools

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