Eighty Percent of Consumer Purchases will be Influenced by Social and Mobile Marketing

By 2015, digital strategies, such as social and mobile marketing, will influence at least 80 percent of consumers' discretionary spending,' said Adam Sarner, research director at Gartner. "Marketers still need to shift their traditional campaign management strategy around executing campaigns to a customer and move toward a digital marketing, two-way engagement approach."

Digital agency Morris argues that the shift away from mass marketing thinking into "laser-focused relationship creation" is enabled by all manner of technology that allows products to be customized and personalized, by the end user directly if not at the manufacturing stage.

Eighty Percent of Consumer Purchases will be Influenced by Social and Mobile Marketing