While there is no denying that social media has changed the way we communicate and get content across platforms, it has also evolved the way brands and businesses interact with customers.

No longer can businesses expect to receive high customer engagement and uptake for their products through traditional marketing methods. With more than a billion active monthly users across platforms, including Facebook, Twitter, and Instagram, digital marketers must now determine the best methods for engaging with customers and prospects through social media.

In order to better understand the changing landscape of online marketing, HubSpot conducted an exclusive survey among marketers in the United States. The analysis focused on how companies are using social media to engage with consumers, and how much effort marketers are putting into their strategies.

The State Of Digital Marketing In 2022

The results of the survey uncovered several important metrics related to digital marketing as it relates to marketing managers, marketers, and agencies.

First, while 76% percent of respondents used social media to gain brand awareness, only 16% used it to engage directly with customers. This suggests that while social media is important for gaining an edge in the marketplace, businesses should not solely rely on this platform to gain traction.

A second finding is that marketers plan to increase their organic social media marketing budget by 25% this year.

Additionally, marketers plan to increase their paid social media budget by 12% in order to achieve better results. However, only 30% of marketers said their paid and organic social media strategies are working together effectively. This is an area ripe for improvement.

Why Should Marketing Managers Care About Online Social Media Marketing Certification?

At this point, it is important to underscore why marketing managers should care about online SMM. Simply put, marketers may be missing out on the boatload of prospective customers that could have been reached had they simply mastered this platform.

According to HubSpot’s analysis of the data, consumers in the United States that are on the edge of quitting their Internet service provider (ISP) are more likely to search for products and services online. This is because they can find a better deal or understand the terms of service for a plan that suits their needs.

With so much competition in the marketplace, savvy marketers must find ways to stand out from the crowd. Fortunately, taking the time to get certified can help marketers do just that. In addition to being an essential part of the marketing strategy, having a sound grasp of social media marketing can also boost a business’ profile and create more opportunities for future collaborations.

However, just because certification is free doesn’t mean that marketing managers should expect their responsibilities to be simplified. In order to fully understand and master social media marketing, marketers must commit the necessary time and resources. This is especially important if a business owner or marketer is juggling multiple responsibilities, including growing the company and ensuring that marketing initiatives are carried out.

How Does Social Media Marketing Fit Within The Marketing Mix?

A marketing manager or marketer’s main responsibilities include driving sales, growing market share, and ensuring that marketing initiatives are executed successfully. In this way, ensuring that social media marketing is a part of the overall marketing strategy can help a business thrive.

The analysis also revealed that respondents cited increasing brand awareness, gaining customers, and sales as the top priorities for their marketing efforts in 2022. Respondents also said that they plan to use digital marketing to gain more market share and increase their customer base. Fewer than 1 in 3 respondents (28%) said they plan to use traditional marketing methods, such as TV ads or billboards, to gain more customers in the next year.

Considering all of this, it is clear that marketers must adjust their tactics and strategies to fit within the ever-evolving landscape of online marketing. Additionally, ensuring that social media marketing is a part of the overall marketing strategy can help businesses thrive in the ever-changing digital world.