An overwhelming number of marketers consider social media to be integral to their strategies this year, and 70% plan to increase their social media budget by more than 10% this year, according to a poll from Effie Worldwide and Mashable.
The poll, given to a group of ad agency executives and marketers from firms such as Bank of America, Colgate-Palmolive and Mini USA, among others in February, also found that the primary social media goal is to increase Facebook “Likes.”
Speaking on behalf of themselves and their clients, group members reported that social networking would take 11.9% of their overall budget this year compared with 13% for TV. That figure should be taken with a grain of salt, however, since $68.7 billion was spent on all TV advertising last year, compared with just $26 billion for Internet advertising, according to the Internet Advertising Bureau.
Much of that spending will go toward trying to find new Facebook fans, which 35% of respondents said is their main goal in 2011. “Increase our presence on mobile” was number two on that list, coming in at 22%.
- Other findings:
- Brands that were cited for “effectively getting their message across via social media” include Old Spice (chosen by 15%), Pepsi (8%), Starbucks (7%) and Ford (6%).
- 50% of respondents said they use a mix of in-house and agency to handle social media outreach.
- 80% said they were planning iPad-based advertising and/or an iPad-based app this year, while 20% said they were “not planning much” of either.
- 87% said social media was “important” or “very important” to achieving their biggest marketing goal this year.
Original article found at: http://mashable.com/2011/04/19/marketers-social-media-spend/.