Is social media really the most engaging channel or are marketers ‘seduced’ by data?

Marketing Week research examining the definition and key indicators of engagement reveals many marketers champion social media because of the ability to track, measure and adapt messaging on these channels.
The survey of 585 Marketing Week readers reveals 56.1% believe social media drives the best brand engagement. The vast majority (84%) of respondents class a consumer mentioning a brand on social media in a positive way is an indicator of brand engagement, and surprisingly over half (55%