Gartner Research

Best Social Marketing Practices to Target and Satisfy Brand-Engaged Consumers

Published: 27 June 2019

ID: G00388752

Analyst(s): Iconoculture Research Team


As pressure mounts on marketing leaders to demonstrate the cost-effectiveness and targeting capabilities of social media marketing, they should consider the benefits of playing directly to the audience most likely to return their investment: consumers who are already highly engaged with brands.

Table Of Contents


  • Key Challenges
  • Recommendations



  • Identify Brand-Engaged Consumers Through Values and Demographic Markers
    • Recommendation
  • Build Content and Messaging Tailored for Highly Brand-Engaged Consumers
    • Recommendation
  • Double Down on Brand-Engaged Consumers by Targeting Them on Second-Tier Social Platforms
    • Recommendation

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