Study finds social media gaining budget share, senior-level support
TORONTO: Eighty-two percent of Canadian business leaders and senior marketers will spend as much or more on social media in 2009 as they did in 2008, according to the Com.motion-Pollara's "Social Media Barometer," a survey of 401 business and marketing leaders. The survey was conducted by Pollara Strategic Insights for Com.motion, the social media marketing division of Veritas Communications.
Almost one quarter of marketers (23%) will increase their social media spend, compared to just four percent who plan to increase their TV advertising spend. In fact, 37% of marketers said they plan to cut back on TV advertising next year. And more than three-quarters of marketers (78%) agreed that senior management supports a greater investment in social media, up from 54% a year ago.
The survey also queried thousands of consumers across Canada about their attitudes toward social media tools. Sixty-five percent said they are important for learning about organizations, brands, products and services, while 65% also said it was an important tool for maintaining relationships, up from 52% a year ago.
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