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For B2C Marketing Professionals

Know Your Social Media Audience In 2021 — And If They Want To Interact With You

Landscape: The Social Marketing Playbook

January 29, 2021


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This is the Landscape report in The Social Marketing Playbook For 2021.

Why Read This Report

The question B2C marketers should be asking is not whether consumers use social media but how best to use social media to interact with consumers. Forrester's new social consumer segmentation reveals whether your audience uses social media to interact with brands, in what part of the customer lifecycle they use social media, and their broader behaviors beyond social media apps. B2C marketers should use this report to define their social media audiences and decide whether or not to pursue social media as part of their business strategies. This report is an update of an earlier report. It presents Forrester's updated social consumer segmentation and new data.

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Table of Contents

  • Yes, People Are On Social Media
  • You Must Learn If Social Users Want To Interact With Your Brand
  • The Social Segments Show Varying Behaviors Beyond Social Media
  • Recommendations

  • Compare Your Target Audience With Our Social Consumer Segments
  • Supplemental Material
  • Related Research Documents

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