Businesses are relying more heavily on social media  as an affordable content marketing distribution channel. But, as a recent study from EyeforTravel found, the benefits of social media marketing go beyond return on investment.

Businesses are relying more heavily on social media as an affordable content marketing distribution channel. But, as a recent study from EyeforTravel found, the benefits of social media marketing go beyond return on investment.

According to the report, almost 80 percent of survey respondents indicated they believe social media is about more than just financial gains. While ROI may be an important element of all marketing strategies, companies also view social media as a means of connecting with customers and establishing long-term relationships.

EyeforTravel identified the rise of mobile devices as a benefit to social media marketing. The majority of marketers view smartphones and tablets as important tools for searching for information and driving sales. When coupled with social media and local SEO, mobile marketing practices can be enhanced, as they give on-the-go consumers constant access to new and nearby offers. (Brafton has reported that other industry experts are haling the rise of the SoLoMo revolution, where social, local and mobile combine to influence shopping decisions.)

Additionally, while social media has proven to increase customer engagement, mobile marketing can as well. According to the report, 38 percent of marketers noted they are able to connect with consumers more effectively through mobile.

Businesses that incorporate social media and mobile into their content marketing strategies must ensure they are providing customers with an engaging and speedy web experience. As Brafton reported, a recent Compuware study found mobile users have high expectations when it comes to the mobile web, as many aren't willing to wait more than five seconds for a single webpage to load.