Two thirds of marketing executives plan to invest in social media in the next year, according to a survey from Alterian.
A full 66% of respondents will be investing in Social Media Marketing (SMM) in the next 12 months. Of those investing in SMM 40% said they would be shifting more than a fifth of their traditional direct marketing budget towards funding their SMM activities.
In addition, 36% of respondents said are investing in social media monitoring and analysis tools, the survey noted.
The poll also found that 51% of respondents are placing a fair or significant amount of effort on moving from a campaign-centric direct marketing model towards multichannel customer engagement, the survey said.
The sample covered 1,068 marketing professionals worldwide.
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