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Marketing Spend On Social To Rise Rrom 11% To A Quarter of Budget

Date: August 27, 2015

Multichannel(s): Social Media Marketing

Added by: Mayra Ruiz-McPherson

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Despite difficulties measuring the benefit of social media to marketing campaigns, chief marketing officers continue to move more budget to the channel, as new research from Duke University illustrates.

According to a survey of CMOs by Duke University’s Fuqua School of Business, marketers expect spending on social media to account for almost a quarter (23.8%) of their overall budgets in the next five years, a doubling of the current 10.7% share.

However, according to Christine Moorman, director of the CMO survey and professor at the University’s school of business, businesses are still struggling to “objectively assess the value they are getting from their social media investments”. The survey found that just 15% of marketers were able to prove the impact of social media on business using quantitative approaches.

Source: BizReport

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