Social Media and Strategy: How to Integrate
In the social media integration report card, I offered a set of company behaviors that we can use to diagnose how well a firm integrates social media into its strategy. These behaviors range from...
View ArticleInvesting in Social Media
The August 2011 CMO Survey reported that companies are increasing spend on social media (from current levels of 7.1 percent of marketing budget to 10.1 percent over the next year and to 17.5 percent in...
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Social Media Spend Continues to Soar
Results from The CMO Survey, February 2012 indicate that marketers continue to increase spend on social media. In the next 5 years, marketers expect to spend 19.5% of their budgets on social media,...
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The Social Media Integration Gap
Last week I reported on the expected increase in social media spend from an already high 7.4% of marketing budgets to 10.4% within a year and 19.5% within five years. It is therefore both interesting...
View ArticleSix Reasons Marketing Budgets are on the Rise
Marketing budgets as a percent of overall firm budgets and as a percent of firm revenues are both on the rise as noted in my prior post. Why are firms spending more on marketing? Here are six reasons I...
View ArticleNew Results from The CMO Survey
Watch the video above to see and hear Chris Moorman discuss the results. Full results, including the “Highlights and Insights” report, are available on the results page. Chris Moorman’s post about...
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Do Marketers Know What They Want From Social Media?
Social media spending as a percentage of marketing budgets will more than double over the next five years according to new results from The CMO Survey. Responses from 468 top marketers in February...
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Measuring Social Media ROI: Companies Emphasize Voice Metrics
The influential economist Albert O. Hirschman argues that customers can have a disciplining effect on companies and markets through their exit and voice behaviors. Instead of simply “quitting” a...
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Chief Marketing Officer Optimism at Four-Year High; Proving the Value of...
New results from The CMO Survey offer encouraging predictions about the future of markets and document ongoing challenges to marketing excellence and leadership. The 410 top marketers surveyed in...
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Why Companies Should Compete on Privacy (and What Customers Can Do to Help)
The CMO Survey reports that 40 percent of companies use customer information collected online for targeting purposes and 88.5 percent of chief marketing officers expect this practice to increase over...
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Tweet this: Social media important to company performance but difficult to prove
New results from The CMO Survey point to this disconnect. Social media spending is currently 9.4% of marketing budgets and is expected to increase 128% to 21.4% in the next five years (see Figure 1)....
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12 Tips for Integrating Social Media into Your Marketing Strategy
This post was co-authored with Becky Ross and Shannon Gorman, both MBA students at the Fuqua School of Business, Duke University. Social media is an increasingly important tactic in companies’...
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Measuring the Impact of Social Media on Your Business
This post was co-authored with Becky Ross and Shannon Gorman, both MBA students at the Fuqua School of Business, Duke University. Spending on social media continues to soar, but measuring its impact...
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Strong Economic Outlook Spurs Marketing Spending
Marketing leaders report their most positive outlook since the recession hit six years ago, according to new results from The CMO Survey. When asked to rate how optimistic they are about the overall...
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The Social Media Spend-Impact Disconnect
Social media spending is expected to climb to a 20.9 percent share of marketing budgets in the next five years. This share was only 5.6 percent in 2009. What is striking, however, is that only 3.4...
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Social Media Spending Triples But Falls Short Of Expectations
The CMO Survey tracks social media spending as a percent of marketing budgets. Since 2009, survey participants have reported on current spending, spending in the next year, and spending in the next...
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Driving Toward The Digital Marketing Organization
The CMO Survey asked marketing leaders to rank a set of marketing capabilities in terms of importance and to identify their organizations’ biggest gaps in these same marketing capabilities. Details of...
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Do Marketers Know What They Want From Social Media?
Social media spending as a percentage of marketing budgets will more than double over the next five years according to new results from The CMO Survey. Responses from 468 top marketers in February...
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