Social Media to up its share in 2010

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• Marketers shifting budgets to social media
• More emphasis on measurement now
• Concludes Alterian's survey

Singapore - More and more companies in Singapore are looking to invest in social media marketing in 2010, according to a world-wide survey by marketing analytics company Alterian.

Accordign to the survey, 66% respondents said they will be investing in social media marketing in the next 12 months and nearly 40% said they would be shifting more than a fifth of their traditional direct marketing budget towards SMM activities.

Alterian released the results of the company's seventh annual global survey, covering 1068 marketing professionals worldwide.

The results support other statistics from the survey which found the majority of respondents (67%) agreeing to social media's growing importance and recognizing it as ‘critical to success'.

"2010 marked the start of the digital decade for marketing. Untargeted and irrelevant marketing techniques are now redundant and the results of this survey show many in the industry recognise this. The one thing to remember, however, is that investment in social media marketing is futile without adequate measurement," Alterian senior vice president Asia Pacific, Chris Tew, said.

The survey found more than a third (36 percent) of respondents investing in social media monitoring and analysis tools, a significant percentage considering the maturity of the channel.

"This is a reflection of the growing understanding that a social media marketing strategy needs to be based on listening to customers and prospects and its ROI needs to be measured," Tew added.

The survey also explored the extent to which organisations integrated marketing technologies across their organisation.

Almost half of respondents (42 percent) said they don't incorporate clickstream and web analytics data into their customer and email database.

"This is a worrying statistic as it shows many organisations are losing any advantage that this valuable actionable insight could give them," Tew, said.

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