How Well Is Social Media Fitting into the Marketing Mix?

©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.

Budgets are rising, but integrating social media into overall strategies is still a challenge

MediaPost, 2/24/11

Over the next several years, social media spending will become a bigger percentage of companies’ overall marketing budgets. Yet CMOs report there are still challenges when it comes to integrating social media into their overall business strategies.

The American Marketing Association and Duke University’s Fuqua School of Business surveyed more than 400 top marketers for the February 2011 CMO Survey. They reported that over the next 12 months, social media spending will jump to 9.8% of marketing budgets, up from the current level of 5.6%. In the next five years, that percentage will increase to 18.1%.

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