Study: Social media top influencer in customer engagement

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Chicago—Social media is the biggest factor changing the ways marketers approach customer engagement, according to a newly released survey from integrated marketing company Alterian. In-person polling of about 200 attendees at Alterian’s Engaging Times Summit, held in August in Chicago, showed that 48% believed social media is the channel that will have the most impact on the customer experience over the next year and will be the leading area in which to invest. E-mail was named the second biggest area for investment over the next year.

The biggest challenges impeding better customer engagement, according to the poll findings, are an inability to assess or manage internal infrastructure and culture challenges, and the integration of various technologies to power the effort.

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