Increasing Audience Engagement Key Objective in Social Media Marketing - eMarketer

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Increasing Audience Engagement Key Objective in Social Media Marketing

Tactic effectiveness equally important

October 26, 2015

Marketers are constantly ramping up their social media marketing skills to not only drive brand awareness, but more importantly, increase audience engagement.

Most Important Social Media Marketing Strategy Objectives According to Marketing Professionals Worldwide, Oct 2015 (% of respondents)

An October 2015 study by Ascend2 asked 294 marketing, sales and business professionals worldwide what their most important social media marketing strategy objectives were. Almost two-thirds of respondents said that increasing audience engagement was crucial. Other intentions included increasing brand awareness, lead generation and website traffic.

It may be impossible to achieve strategic success without tactical effectiveness, and according to 82% of marketing professionals, creating compelling content is key to this.

That content is very likely to include video, according to respondents, more of whom rated that format effective for social media marketing than any other type of content. Infographics and blog posts rounded out the top three.

US Companies Using Social Networks for Marketing Purposes, 2013-2017 (% of total)

That doesn’t mean overall social media marketing success is as easy as creating compelling videos and infographics to share. Half of marketing professionals surveyed said the inability to measure ROI was a leading obstacle. Others pointed to the lack of in-house skills and resources, a shortage of actionable insights and the absence of tactical effectiveness in their efforts.

While marketers will have to overcome these hurdles to better reach their objectives, there is no doubt that social media marketing is still growing, albeit fairly slowly in the US where the market is mature. By 2015, 88.2% of US companies will use social networks for marketing purposes, and by 2017 that number will grow to 89.4%, eMarketer estimates.


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