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Now that marketers’ tenure on social networks is at least a few years old, they are zeroing in on what they are best able to accomplish on the sites, what their biggest challenges are and how to most effectively track their performance.
Ascend2, an agency consulting company, surveyed marketing professionals around the world in February 2013, and the greatest percentage of respondents from both business-to-business (B2B) and business-to-consumer (B2C) companies considered customer engagement to be the primary purpose of their social media marketing. Website traffic also ranked high for both types of marketing professionals.
Leads were a more important end for B2Bs than B2Cs. Twenty-nine percent of B2Bs used social to generate better quality leads, and 27% sought to get more leads with the tactic.
Search engine rankings remain an important part of businesses’ digital strategy, and social media plays a role here too. Approximately one-quarter of both B2Bs and B2Cs used social media outreach to improve search rank.
The fundamental goal of increasing sales revenue was a social goal for over one-third of marketers from both B2Bs and B2Cs.
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