Marketers are beginning to put their faith in social media channels, new research indicates.

According to the Social Media Marketing Industry Report, 88 per cent of businesses now use social media marketing as part of their campaigns.

A further finding suggests that the acceptance of social media is a recent trend, with 72 per cent of firms admitting that they have only been using the marketing medium for a few months or less.

“It seems that many marketers see the social media frontier as the next marketing gold rush,” said marketing expert and author of the report Michael A Stelzner.

“Given the low cost of entry, many marketing pros are doing more than just dipping their creative toes into this gold-laden water.”

The top reason given for using social media channels was increased business exposure, which was found to be the driving factor behind 81 per cent of social media marketing campaigns.

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