Although marketers have a wide array of channels to choose from, new research indicates that they are increasingly turning to social media to meet their primary objectives.
HubSpot recently published its “2021 State of Marketing” report, and statistics showed that among the majority of organizations (60% or more), social media is utilized as the primary approach to marketing. This is followed by SEO (40%) and account-based marketing (more than 30%).
In terms of the channels used in marketing, social media (~80%) leads above all other options among the respondents who were surveyed. This is followed by website (80%), email marketing (~60%) and content marketing (~40%).
Marketers have tactics for social media marketing as well. Social listening (62%), hashtags (48%) and live video (46%) were all cited as strategies utilized by marketing teams.
The Growing Investment in Social Media Marketing
As marketers continue to shift their focus toward social media as a channel, previous research suggests that they intend on boosting their budget to achieve their initiatives.
Sprout Social recently conducted “The State of Social Media Investment” report, and data indicated that over the next three years, most marketers (46%) anticipate increasing their social media marketing budget by between 51% and 100%. Nearly 45% of marketers will boost their budget by up to 50%, while 9% of respondents said they anticipate a rise of more than 100%.
In regards to gaining a competitive advantage, most respondents (60%) claimed that it is imperative to invest more resources into social media.