Experian Knowledge Centre
Getting The Most From Social: An Integrated Marketing Approach
How does social media fit in as part of a true multichannel marketing strategy? This is a crucial question that marketers must ask if they are going to reap real value from this booming channel.
To shed light on the current state of play in the social media landscape, Experian Marketing Services commissioned independent research with 330 Australian marketing professionals across the retail, financial services, government, technology, digital and travel industries; and 1,000 consumers across all demographics.
The research gives us a greater understanding of how marketers across Australia are using social media channels and how consumers engage with brands via social networks. It reveals the discrepancies and similarities that exist between user experiences and marketer expectations, and potential areas in which marketers can improve their efforts in the social media space.
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