Wednesday, September 14, 2011

Marketers’ Investment in Social Media to Increase: Survey

By Chris Powell
Published: September 07, 2011,

A new U.S. survey of chief marketing officers indicates that social media spending will account for a greater share of companies’ advertising budget in the coming year, but the tactic has some way to go until it is fully integrated within the overall marketing strategy.

The most recent iteration of The CMO Survey – a bi-annual survey of 249 CMOs conducted in February and August – found that social media will account for an average of 10.1% of companies’ total marketing spend in the coming year, up from its current total of 7.1%.

The shift towards social media will be particularly pronounced in the business-to-consumer sector, with the tactic expected to increase from 10.5% to nearly a quarter (24%) of the total marketing budget within five years.

Christine Moorman, a senior professor of business administration at Duke’s Fuqua School of Business and director of The CMO Survey, said in a release that social media is rapidly becoming an “important strategic weapon” in the marketing arsenal and has proven a valuable tool...... Read more