The survey covered 1068 marketing professionals - 98% in North America and Europe and 2% in Asia Pacific and other regions.
Results highlights
- 66 percent of respondents will be investing in social media marketing (SMM) in 2010.
- Amoung those planning to invest, 40 percent said they would be shifting more than a fifth of their traditional direct marketing budget towards funding their SMM activities.
- More than a third (36 percent) of respondents are investing in social media monitoring and analysis tools.
- Nearly half of respondents (42%) said they don’t currently incorporate clickstream and web analytics data into their customer and e-mail database.
- The research also found that over half of respondents (51 percent) are placing a ‘fair’ or ‘significant’ amount of effort on moving from a campaign-centric direct marketing model towards multichannel customer engagement – in fact only 7 percent make no effort at all.
Note that these results were compiled by a company that sells support services for social media marketing.
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