2021-09-30-Gartner-数字智商_社会营销基准（英）_21页_1mb

This report, Gartner’s "Digital IQ: Social Marketing Benchmarks for 2021," assesses and benchmarks the social marketing performance of over 1,200 brands across six industries: consumer products, manufacturing and natural resources, financial services, healthcare, retail, and travel and hospitality. The benchmarks highlight that social marketing is a significant focus for marketers, with 11.3% of marketing budgets allocated to it, making social platforms a key driver for brand awareness, demand generation, and conversion to sales. Key findings show that retail leads as the top-performing industry, with brands like PlayStation and Dior excelling due to their adaptive strategies and use of social commerce. The rise of social commerce is evident, with increases in consumer purchasing behaviors via social platforms, driven by features like shoppable posts and integrated commerce. Brands must also navigate heightened consumer scrutiny on social issues, needing to align their messaging and conduct social listening to engage effectively.

Recommendations for digital marketing leaders include using the benchmarks to compare performance against in-category and out-of-category peers, employing multi-platform content strategies tailored to each platform's format (e.g., adjusting video length and aspect ratios for TikTok and Instagram), and driving conversions through native commerce features and linkages. Industry-specific insights reveal that healthcare brands lag in engagement, while financial services perform better by targeting younger demographics. Engagement metrics vary by industry, with Tier 1 brands in retail averaging over 59,000 interactions on Instagram, compared to much lower for Tier 1 healthcare brands. The report emphasizes the importance of adapting to emerging platforms like TikTok while maintaining presence on traditional ones like Instagram and Facebook. Methodology involves scoring based on interactions and other metrics across specified platforms and time periods.

Overall, the benchmarks provide actionable insights for refining social strategies, improving performance, and planning for future trends in social commerce.