And, in Australia Alterian’s senior vice president Asia Pacific, Chris Tew, said Australian companies must invest in social media marketing in 2010 or “risk being left behind by their competitors.”
The Alterian survey found that of those investing in SMM, 40 percent said they would be shifting more than a fifth of their traditional direct marketing budget towards funding their SMM activities, which the research firm says supports other statistics from the survey which found the majority of respondents (67 percent) feel social media is either ‘increasingly important’ or ‘critical to success’.
Tew said 2010 marked the start of the digital decade for marketing.
“Untargeted and irrelevant marketing techniques are now redundant and the results of this survey show many in the industry recognise this. The one thing to remember, however, is that investment in Social Media Marketing is futile without adequate measurement.”
The survey also found more than a third (36 percent) of respondents was investing in social media monitoring and analysis tools, a significant percentage considering the maturity of the channel.
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