Our 2015 multichannel marketing survey shows social marketing’s importance across all phases of the buying journey including awareness, purchase and customer service.
Contributor: Heather Levy
Sarah, a customer of Sephora, the beauty products brand, checks her Facebook feed on a mobile device and sees a new product favorably reviewed by friends. She buys it, only to have a random quality problem post purchase. She tweets her dissatisfaction and the problem is quickly resolved via direct message by Sephora customer service. As a result of the quick, positive interaction, Sarah actively participates in The Lounge, Sephora’s online forum for beauty tips. Sarah’s experience and the role social marketing played in it are poised to be more and more common according to the 2015 Gartner Multichannel Marketing Survey.
Social and mobile share a unique bond: 26% of time spent in mobile apps is spent on social
Multichannel marketers aim to have relevant customer conversations at the right moment to significantly increase the probability of favorable business outcomes. Social media was cited by marketers as one of the most effective channels across all phases of the customer buying journey, putting social marketers firmly at the core of multichannel efforts, according to Jay Wilson, research director for Gartner for Marketing Leaders.
Here are three key takeaways from the survey to help you define the necessary investment to ensure social content finds its way to the right individuals at the right moments.
#1 Social spans the customer journey
#2 Compelling content drives the process forward
#3 People vs. tech investments
Details of the three takeaways from the 2015 Gartner Multichannel Marketing Survey can be read at Smarter with Gartner website.
Gartner for Marketing Leaders clients can read more in ”Survey Reveals Power of Social Marketing in Multichannel Campaigns”
