Social media spend to surge by 128%, but less than a fifth of CMOs can confidently measure impact
Social media spend currently courts around nine per cent of marketing budgets, but this figure is expected to surge by 128 per cent to account for over 21 per cent of budgets within the next five years, according to a CMO Survey from Duke University.
However, the ability to measure effectiveness and prove ROI lags considerably with only 15 per cent of chief marketing officers reporting that their companies can show the impact of social media using quantitative approaches.
The study garnered responses from 348 marketing executives, the largest proportion of which describer the company they served as being in the technology Read full story ›
Source: The Drum
