More Than 87% Will Increase Investment in the Next 12 Months
The Pivot Conference held on Aug 24, 2010 released findings from its survey of 137 brand marketers and ad agency professionals which point to a significant investment in social media marketing programs in the next 12 months. Of the marketers surveyed, about two-thirds (63%) have already implemented social media marketing programs and 87% plan to increase that investment in the next 12 months. Of the 37% of marketers that are not currently investing in social media, 62% plan to invest within one year.
Based on measurement, analysis and goals for their programs, 89% of those surveyed said their social media marketing programs have been successful, and of that percentage, 30% cited the programs were very successful
(e.g. generated more sales or improved customer relations). On the other hand, 11% of the marketers surveyed said they were unable to tell whether their programs were successful.
“While the technology and tools are there, social media is still uncharted territory for many marketers,” says Chris Shipley, executive producer of Pivot Conference. “The survey results indicate that they are planning to spend money but are still looking for guidance on how to spend their budgets, how to track ROI and the best ways to engage with key customers.”