Brands to up social media spending…at least that’s the intent

Mar 17, 2009 by dirkthecow

As reported on Brand Republic, research out from Forrester shows that more than half of global marketers will increase their social marketing spend in spite of the recession.

However what’s interesting is when you read the fine print. It links into a presentation I gave the other day – that intent doesn’t always lead to action when it comes to social media marketing.

Putting marketing dollars, pounds or euros behind online engagement is relatively cost-effective, but my interpretation of the stat that 75% of marketers who knew their budgets intend to spend less than $100,000 (£70,000) for the year, is that we are still in dipping your toe into the water territory.

In fact, overall 45% said their budgets were found ‘as needed’, while 23% said they were scraped together as they could find them. What’s the bet that in the current climate a lot of these budgets don’t end up getting found?

Image – an excellent diagram from Australian social media pundits Gary Hayes and Laurel Papworth.