Digital strategies like social marketing will influence at least 80% of consumers' discretionary spending by 2015, according to Gartner. The findings, released in a joint study with ExactTarget, analyze multichannel marketing techniques, as well as tips to lead consumers to purchases.
The Marketer's Guide to Multichannel Campaign Management suggests that brands must move away from running campaigns individually and toward the integration of many campaigns, such as email, social, search, voice, video and more.
The strategy supports consumers moving to a "hyper-connected" model, where many gain access to online content through more than one device simultaneously. Most will connect through some form of mobile device. eMarketer estimates access through nearly 116 million U.S. smartphones this year.