According to the GigaOm Research study, email is digital marketing’s “workhorse,” but social media marketing is most in line for budget increases, with 38% of respondents saying it’s receiving more spend. Nevertheless, despite its relative maturity as a digital discipline, one-quarter of respondents said that email is getting more spending.
The budgets keep flowing to social despite persistent questions about ROI. Indeed, a majority 52% of respondents agreed that it’s difficult to prove ROI for social media marketing, the highest level of agreement with any social media marketing characteristic identified. (To be fair, a comparable 51% agreed that social media marketing enables them to engage with their customers on a regular basis.) Overall, the largest share of respondents felt that social was best used for customer retention (33%), with branding objectives (28%) closely following. Similarly, content marketing was seen as more effective for awareness and retention than for acquisition and conversion, an unsurprising result given how inter-woven the tactics are.
About the Data: The data is based on a Gigaom survey of 300 US digital marketers representing a wide range of industries, sizes, and marketing spend volume.
The above article was sourced from marketingcharts.com, and it can be read in its entirety by clicking here.