Retailers lead all vertical markets with social media investments

Framingham, Mass. -- When comparing social media investment to other emerging technology areas, retailers more than any other industry are making strong investments, according to a new study by International Data Corp.

The study found that successful retailers are integrating their mobile, analytic, and social media strategies into one cohesive business approach. Social media touch points such as Facebook, Twitter, and Groupon are enabling companies to analyze customer behavior and in turn deliver personalized offers direct to a consumer's mobile device.

The 2012 U.S. Social Media Trends by Vertical study highlights the adoption of social media as an emerging technology across six major vertical markets including retail banking, government, health care, manufacturing, and utilities.

Additional key findings from the study include:

  • Increasing awareness of product and services is the top social media investment driver.
  • Respondents cited managing and tracking all posted content as the top challenge to social media.
  • Social networking accounts for half of the social media budget.
  • Marketing is the biggest user of social media and is driving the purchasing decision of these technologies.

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