Social Engagement Is a Marketing Powerhouse, Study Shows
One of the main marketing forces to get President Donald Trump elected, social media engagement, remained a bullish investment for marketers in 2016. However, the channel’s growth is actually slowing, with its lowest increase in six years, according to Target Marketing’s newly released study, “Marketing Mix Trends 2010-2016.”
Meanwhile, the “stayed the same” response reached a record high, says Target Marketing’s analysis of six years of “Media Usage Survey” data. The “Social Media — Engagement” section is part of a benchmarking of marketing media channels, technology and tactics included in the Target Marketing/NAPCO Research study. Both Target Marketing and NAPCO Research are NAPCO Media brands.
Social Media Marketing — Engagement
Below is an excerpt of the “Marketing Mix Trends 2010-2016” report.
The 2016 U.S. Presidential election demonstrated the power of social media — of bringing a message directly to a prospect base, and having that message amplified by enthusiasts. Social media engagement and consumer or peer endorsements continue to be very powerful marketing forces.
Historically, this strategy has been among the leaders when it comes to increasing expenditures: The percentage of respondents who have either increased or maintained spending levels has topped 80 percent — often substantially — for a five-year run. This year is no different, although there was a dip in the percentage of respondents who increased their spending, and an uptick in the percentage of those maintaining their spending. The 10 percent of respondents who don’t play in this field apparently don’t care about being part of the conversation prospects and customers are having about their offerings. Perhaps they have monopolies within their industries.
Related story: How Trump Won