CMOs are bad at predicting how much they're going to spend on social media
By Rob Blackie
Back in 2013 I was planning for our social team.
A key bit of this planning was predicting how much chief marketing officers would spend on social. How big was our market?
So I turned to the CMO survey. Run by Duke University, it surveys around 400 senior marketers twice a year on a wide range of issues, including how much they spend, and plan to spend, on social.
It had this reassuring graph:
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Social media was going to grow 50% in a year, and 157% over the next five years – an Read full story ›
Source: The Drum
