Marketers Moving Their Advertising Dollars To Social Media
Mar 16th, 2009 | By Elisabeth Lewin | Category: Commentary, Featured Story 
You probably already know that people are moving their attention from traditional media to new media.
Now, research shows that marketers are following, moving their advertising dollars from traditional media to social media. Spending on social media is on the rise, according to Forrester Research’s Jeremiah Owyang:
- According to Forrester, more than half of the marketers interviewed are planning to increase their social media budget during the recession.
- Another 42% of marketers said they would, at least, maintain the same level of spending on social media marketing;
- All in all, 95% of marketers are “bullish on social media marketing.”
Using social media for marketing makes sense, Owyang says, since it’s an inexpensive way to reach your intended audience.
Forrester argues that marketers should take social media seriously, and not treat it as an experiment. “[P]ut the right roles, process, and measurement capabilities in place to be effective…. The most expensive part is the soft costs: strategy, education, process, roles, measurement.”
Is the money finally going to flow into new media and social media?
Leave a comment with your thoughts!
Image: Steve Wampler
Using social media does make sense. Marketers need to understand that this process takes time it’s not a matter of posting a YouTube video and waiting for the numbers to come in. Marketers need to understand that this process is better served with content that is informative and produced on a consistent basis.
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Great, but when will they discover the niches that exist on the, web when they’re only reading “ADWEEK”
I’ve been waiting over three years, podcasting to my niche, and have come to the conclusion that they won’t even have heard of podcasts unless and until WE march into their offices and plug ’em in.
That’s why I’m back in college, again, and applying for internships in big pharma co.s and ad agencies and sipping on my Pacifico Clara, which advertises ONLY on the web, and cursing my farsightedness.
Yes social media is impactful and less expensive, but it’s going to remain experimental for organizations until we can truly integrate the results of what we’re monitoring and measuring with the rest of a company’s operations – cust service, sales, hr, etc.
Jan Ryan
CEO Social Dynamix
Wow, it felt more and more like this was true, but it’s good to see it in print.