In an ongoing email marketing survey, I get to look in now and then, one of the findings is that many of the surveyed email marketers want to invest in a better integration of email marketing and web analytics.
It seems that the survey will have it right if we look at the Alterian survey I posted about yesterday.
Alterian’s survey went further to “explore the extent to which organizations integrate marketing technologies across their organization”.
And what do I read?
According to the annual worldwide survey of content management, email marketing, web analytics, social media monitoring and much more, company Alterian, 66% of 1068 surveyed marketing professionals will invest more in social media marketing in the next 12 months.
This of course does not mean that 66% of respondents will increase their marketing budgets: 40% of the 66% that will spend more in social media marketing, and I quote, “said they would be shifting more than a fifth of their traditional direct marketing budget towards funding their social media marketing activities”.
The survey also found that 67% of respondents feel social media is either ‘increasingly important’ or ‘critical to success’.