This one is from ExactTarget, which worked with Econsultancy to survey 1000 marketers (both in house and agency) worldwide.
It mirrors other reports over the past few months, for example this one by the IAB, by showing that 28% of marketers will shift their budgets from traditional towards digital in 2010, with 66% increasing their digital marketing spend overall. At the moment, digital accounts for 24% of the total, though last year’s IAB survey said that in the UK at least, online spend had overtaken TV for the first time.
Though 70% of marketers planned to increase social media spend, though they also cited the usual bugbear of evaluation as something that prevented them doing even more. However, on the other hand, marketers are increasingly waking up to the importance of social media in protecting brand value:
According to Morgan Stewart of ExactTarget, “interestingly, brand reputation is becoming a more significant driver of the migration to digital marketing, particularly when it comes to social media.” On that note, it’s worth reading Joseph Jaffe’s post on how social media could be used to help Toyota “flip the funnel” following its – now pretty much global – car recall.
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