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BizReport : Social Marketing : January 26, 2010

Marketers moving DM budgets to social media

Among today's marketers, social media marketing is becoming more and more important, with many diverting portions of their direct marketing budgets towards the online channel, according to a new survey of 1,068 marketing professionals around the globe.

by Helen Leggatt

alterian logo.jpgIt's not just the Pope and the Catholic Church who are going social. According to multi-channel marketing firm Alterian, 66% of marketers will be investing in engaging consumers via social media channels over the coming 12 months.

Forty percent plan to divert around a fifth of their traditional direct marketing budgets towards funding social media activities.

Overall, the survey found that the majority of respondents (67%) felt social media to be either "increasingly important" or "critical to success".

"Engaging with customers is becoming paramount and the yardstick by which we measure those brands that survive and those that don't," said Alterian CEO, David Eldridge. "Marketers now need to appeal to the individual and engage with customers on a one-to-one basis. The easiest way to achieve this is by investing in social media marketing and social media monitoring, and by embracing the web."

An encouraging 36% of marketers plan to take steps to measure the success social media campaigns by employing monitoring and analysis tools. As Eldridge advises, "Without the adequate investment in listening and measurement tools it renders any anticipated investment in social media ineffectual. The key to an effective social media strategy is listening."

Tags: campaign measurement, direct marketing, marketing budgets, social media

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  • It is really interesting to see this. One of the things we have been wrestling with is how we can move up the chain from listening to how we convert conversations into actions.

    We now found a way of measuring the traffic generated from earned media (not just referred links) if we can do this we genuinely can compete on a cost per customer acquisition basis for direct marketing budgets



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