Consumer facing resellers will need to supplement traditional mass marketing campaigns with social media if they are to attract user spending.
According to Gartner over the next four years social and mobile marketing will influence at least 80% of discretionary spending.
The traditional marketing techniques are being supplanted by more interactive methods of spreading the word and channel marketers will have to take note of the changing landscape.
"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," said Adam Sarner, research director at Gartner.
Mobile and social marketing is also being linked up with CRM providing a more joined up approach but those expecting to be able to push out messages about products and services will have to change their attitude.
"For marketers and campaign management to use digital channels effectively, these channels can't be just a port for traditional campaign methods," said Sarner.
"Although most marketers are using more than one digital channel, their approach is often no different from a spam model, where success is driven by high volumes and attempting to make a profit from nearly everyone who accepts the offer," he added.
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