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Written by Marc Gamble on January 25th, 2010

Study Finds Marketers Embracing Social Media Marketing In A Big Way (Tech Crunch)

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By: Robin Wauters of TechCrunch.com
Originally Published: Thursday, January 21, 2010; 2:44 AM

 

Integrated marketing services provider Alterian today released the results of their seventh annual survey on social media marketing adoption.

The survey covered 1068 marketing professionals worldwide (actually, it was 98% North America and Europe and only 2% Asia Pacific and other regions).

Alterian found that 66 percent of respondents will be investing in social media marketing (SMM) in 2010. Of those, 40 percent said they would be shifting more than a fifth of their traditional direct marketing budget towards funding their SMM activities.

The survey also found more than a third (36 percent) of respondents are investing in social media monitoring and analysis tools.

Nearly half of respondents (42 percent), however, 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.

To get a copy of the full report of the Alterian Annual Survey results (see below):


2009 Annual Survey Results Brief

Alterian's 7th Annual Industry Survey

Alterian's 7th Annual Survey Results offers insight into the methods and investments that marketers are currently exploring and implementing to engage with their customers.

The marketing industry is undergoing a dramatic transformation. Set against a backdrop of tight budgets, increased demand for accountability, the explosion in social media and informed, active and connected consumers, marketing is moving from mass communication towards multichannel customer engagement. While consumers are driving this change, marketers also are expecting their service providers to keep up and streamline and connect the services they offer.

Download Alterian's 2009 Annual Survey Results Brief

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