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Markets 'set to raise social media spending'

25 Jan
The majority of marketers are planning on investing in social media over the next year, according to new research.

A study by Alterian revealed that 66 per cent of the 1,068 marketing professionals questioned expect to spend more in this area in 2010.

Of those asked, 40 per cent said they would be moving over a fifth of their direct marketing budgets into the amount they spend on digital activity, while 36 per cent are raising the proportion of funding they invest in social media analysis tools.

David Eldridge, chief executive officer of Alterian, said that 2010 "marks the start of the digital decade for marketing".

"The one thing to remember, however, is that investment in social media marketing is futile without adequate measurement," he noted, adding that engaging with customers "is becoming paramount" for businesses.

Earlier in the month, data from the Institute of Practitioners in Advertising/BDO Bellwether survey showed that UK marketing companies are intending to increase their overall budgets this year.ADNFCR-2176-ID-19574666-ADNFCR
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