CMOs to Increase Social Media Focus in 2010


More high-level marketers will increase their social media budgets and implement social media tracking programs, says a new report from The CMO Club. According to the report, almost two-thirds (64%) of 133 chief marketing officers surveyed intend to increase their investment  and use of social media in 2010. Other findings from the study include:

• 81% of CMOs expect to direct up to 10% of their budgets to social media, up from a comparative total of 44% in 2008.

• Of those CMOs who are not currently attempting to track the impact of social media on sales, 72% will implement policies enabling them to do so in the next 12 months.

• Top metrics CMOs plan to put in play include driving site traffic (90%), page views (85%) and the number of “fans” on sites like Facebook (83%).

• 53% of respondents were unsure about the ROI offered by Twitter and 50% were unsure about ROI for LinkedIn and content like industry blogs.

• 80% of chief marketing officers are now using consumer insights generated on the Web to help “shape decision-making at the executive level.”

Source: The CMO Club




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