When it comes to social media, where the US market leads, we follow. So marketers and ad planners shouldn’t ignore the new study by Duke University and the American Marketing Association, which suggests a large increase over the next year in the emphasis placed on social media.
The research says that across the board, marketing budgets are expected to climb 5.9%, with a significant expansion in Internet marketing, of which social media takes the lion’s share.
Leading the pack are B2B product and services companies:
This year, then, in the US, social media budgets are expected to increase from 5.6% to 9.9% of total spend, swelling to 17.7% by 2015, according to the Duke and AMA study, which asked Chief Marketing Officers how they expected spending habits would change within their own organisations.
And it seems that this is likely to translate into a shift in desired experience on CVs. When marketers are being hired, knowledge of Internet marketing is an ever-increasingly important attribute.
Summing the top three skills that large organisations are looking for from their new recruits, web expertise easily leads the pack:
In Britain, many organisations are a few paces behind, testing the waters to see that social media can play a part in their marketing strategies. That means that this vision is a little way ahead, but nonetheless if our companies want to stay competitive with American counterparts it will come.