Marketers Buzz About ROI: eMarketer

Mixed messages on social media

MARCH 12, 2010 – US marketing executives were much more optimistic about the economic outlook in February 2010 than they were the year before, when the recession was in full swing, and many were planning to increase budgets, according to the “Marketing Trends Report 2010” from Anderson Analytics and the Marketing Executives Networking Group (MENG). But they have become even more focused on getting a good return on their marketing investments.

Anderson and MENG found that “marketing ROI” had jumped to become the most important trend to marketing executives. Social media cracked the top 10 this year, when 72% of respondents were planning a social strategy. The two concepts were also key when combined: Social media ROI was an important buzzword for 36% of executives.

But even though marketers are on board with the idea that social is key to their overall strategy, many are sick of hearing about it. In addition to being one of the most important buzzwords, social media was considered the most annoying, with nearly 30% of executives tired of it. Twitter, specifically, got on the nerves of nearly 15% of respondents, and social networking rounded out the top three trends marketers were most tired of hearing about.

Regardless, social spending will increase. A separate survey of US marketing execs by Ad-ology indicated social tactics were the most likely to increase in 2010.

While Ad-ology respondents likewise took interest in the ROI trend, they were not planning to focus on increasing returns this year.

“Despite continuing discussion of the importance of return on investment, ROI measurement ranked 9th out of 15 possible when asked for their top three mandates,” the report said.

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