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I am a keen proponent of using Social Media Marketing (SMM) in digital campaigns as part of a multi-channel approach. However, I am often surprised by some of the comments from clients suggesting they see this channel a niche or the edgy side of digital marketing. I know that the Internet is littered with firms and individuals touting themselves as social media 'experts' and just like the "snake-oil salesmen" of the old wild West, we will see this segment go through a period of rapid growth as many jump on the social media bandwagon.
Below, you can see the spending trends emerging in SMM and clearly we are seeing the first phase of a rapid period of growth. Although these are numbers of based on US research, I have no doubt we will see this reflected in China and in Asia more broader.
Here are a couple of charts from "The CMO Survey" undertaken by the Duke University Fuqua School of Business and the American Marketing Association, as reported by eMarketer:
When you compare the spending on social media marketing from August 2009 to February 2010, overall there's an increase of 60% in the budgets (from 3.5% to 5.6%). Similarly, the planning for the next one to five years shows a similar level of consideration as well: in August 2009, social media spending was thought to be 6.1% for the next year and 13.7% for the next five years; and now, it's more like 9.9% in the next year and 17.7% in the next five years. And since this was a survey of CMOs, it's a good indication that these budget predictions may get some traction, rather than just being a fond wish of industry pundits. So we know we are in for some interesting growth in SMM, just watch out for folks/firms offering social media solutions too good to be true.... most often they simply are too good to be true!
Written on Sunday, 07 March 2010 18:12 by Matt McDougall
