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Digital Marketing Strategies Will Influence Majority of Customers by 2015: Gartner

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March 30, 2011

Digital Marketing Strategies Will Influence Majority of Customers by 2015: Gartner

By Rajani Baburajan, TMCnet Contributor

Digital strategies such as social and mobile marketing will influence 80 percent of consumers’ discretionary spending, according  to Gartner, an independent market research firm.

It is time for businesses to strengthen their digital marketing approach. Digital marketing will be critical for overcoming the declining effectiveness of mass marketing. Companies have been using digital channels for the last 10 years for traditional push, mass-marketed, interruption-type execution of campaigns rather than a two-way engagement approach.

“Mass marketing is no longer a long-term strategy. Mass-marketing campaigns have a 2 percent response rate and are on the decline, whereas by 2015, digital strategies, such as social and mobile marketing, will influence at least 80 percent of consumers' discretionary spending,” said Adam Sarner, research director at Gartner (News - Alert), in a statement.

“Marketers still need to shift their traditional campaign management strategy around executing campaigns to a customer and move toward a digital marketing, two-way engagement approach,” Sarner added.

Businesses can improve engagement, response and conversion rates thanks to their customer-focused strategy harnesses digital techniques and channels that will increase.

The successful campaign management strategies shifted from interruptive push toward two-way conversations and addressing mutually beneficial approaches to customers' wants and needs, according to Gartner.

Around 6.7 billion devices will be connected to the Internet by 2014. The size of the mobile marketing in the U.S. was $877.2 million in 2010. It grew at 138 percent from the $368 million spent in 2009. The developing social CRM application market reached $600 million in 2010, and it is expected to reach $1 billion by 2013.

According to a recent report from eMarketer, the double-digit growth of social networks in the U.S. will reach their peak. Around 150 million Internet users will be active on social networks at least monthly this year. By 2013, 164.2 million Americans will use social networks, or 67 percent of Internet users.

Rajani Baburajan is a contributing editor for TMCnet. To read more of Rajani's articles, please visit her columnist page.

Edited by Janice McDuffee

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