According to an Ernst & Young survey of CEOs in the media and entertainment industry, businesses are continuing to implement social media strategies but feel that mobile-based technologies will have the biggest impact on the industry’s growth and engagement over the next three years.

The findings of the survey revealed that while 84 percent of businesses are using social media as a means of connecting with clients, they don’t consider it to be the best driver of content consumption. One hundred percent of respondents say mobile devices, including smartphones and tablets, are one the biggest drivers of content consumption, as compared to just 41 percent who say the same of social media.

According to a study from Sterling Commerce, 74 percent of mobile users claim they are more likely to return to a mobile site that functions properly; Sterling Commerce states that when clients return to a site they are engaging with the brand and increasing the likelihood of investing in a business’ services.  A blog post from Smart Search Marketing states mobile’s benefit to marketers: “By optimizing your search marketing efforts for smartphones and mobile devices, you’ll have access to your potential client anywhere, and more importantly, they will have access to you.”

The survey indicates that social media will continue to play an important role in digital marketing and expects it will eventually combine with mobile technologies to drive growth and engagement for companies.  However, over the next three years, mobile is expected to be the biggest driver of growth.

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