Report: 70% of Marketing Executives Use Social Media for Business Purposes

Executives have a wide range of marketing channels to turn to in order to achieve their key objectives. However, new research suggests that marketers are most frequently turning to social media to meet their goals.

Mission Control Marketing recently published the “Which Marketing Channels Lead to Sales? The 2019 Definitive Guide for Building a Marketing Strategy that Influences B2B Sales” report and found that 70 percent of marketing executives now use social media for business purposes. In addition, 67 percent utilize the channel every day.

About 39 percent of those who are buyers say that social media has actually influenced their most recent decision to choose a vendor.

Social Media Marketing and Building Customer Relationships

This is not the first time that research has pointed to social media as a primary channel for marketing executives looking to reach out to their target audiences.

Earlier this year, Nielsen conducted “The Nielsen CMO Report 2018” to take a closer look at which channels, in particular, CMOs were turning to in order to reach out to their primary prospects and existing customers. The majority (79 percent) said that social media was the most critical digital media channel at the time. This was followed by search (73 percent) and online video (63 percent).

In terms of effectiveness, the majority of respondents (69 percent) stated that social media was the most effective digital media channel. Search (69 percent) tied for first place, followed by mobile (60 percent).