An average of 8.4% of their budgets on social media, and they expect it to rise to 11.5% within the next 12 months, reaching 21.6% in less than 5 years. Perhaps the forecast is slightly ambitious, especially considering that last year the growth forecast was 10.8% when in the end it was only 8.4%, 20% below the initial estimates. In any case, the budgets are increasing, as evidenced by the fact that the 8.4% mark has now been reached, 10% more than the 7.6% of August 2012, or the 7.4% of February 2012. The latest study shows that current spending is higher in service companies within B2C (9.9%) than in product companies, also within B2C (9.6%) and B2B service companies (9.6%). ).
On the contrary, it is the B2B product companies that make the average drop thanks to the lower weight of social networks in their marketing budgets (7.5%). When it comes to estimating spending growth, B2C product companies are the most optimistic, forecasting Canadian Hospitals Email List a share of 13.2% in their budgets for this year, and almost 25% in the next 5 years. The study also emphasizes the poor integration of social media within the global marketing strategy of companies, with 3.8 on a 7-point scale, remaining unchanged during the last three editions of the study. Although the integration does not seem to have made progress, the same cannot be said for the way in which CMOs measure the success that social media achieves.
Compared to the August 20120 study, CMOs are more actively using benchmark metrics like number of friends (30.5% vs. 24%), and less actively using financial metrics like sales levels (8.7% vs. % vs. 17.9%), revenue per customer (9.2% vs. 17.2%) and profit per customer (4.5% vs. 9.4%). The CMO survey is conducted twice a year. The last one took place between January 22 and February 8, 2013, among 468 CMOs, of which 95% were at the vice president level or higher.ads By Carmen Santo Article STRATEGY Feb 19, 2013 The new skills of the sales professional Tags sales professionals marketing strategy read later favorites 0 CS Carmen Santo Personal Branding and Online Reputation Consulting. Social Media Manager of @Ready4Social. Journalist specialized in online marketing.