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How Marketers Expect Social Spend to Increase [Infographic]

by Ayaz Nanji  |  
July 25, 2013

The majority (62%) of advertising and marketing executives expect companies to increase their spending on Facebook marketing in the next 12 months, according to a recent report from The Creative Group.

That number is up from 53% who predicted an increase in Facebook budgets one year ago.

Facebook clearly tops the list of social networks with an expected increase in spend, but a majority of executives also anticipate companies will channel more marketing dollars toward LinkedIn (51%) and Google+ (50%), up from 38% and 41% of respondents, respectively, last year.

Less than half of executives surveyed expect an increase in marketing spend on Twitter (48%), YouTube (40%), Pinterest (35%), and Instagram (32%).

The report was based on a survey of 300 marketing executives and 100 advertising executives, all located in the United States.

The percentage of executives expecting an increase in spend on various social networks varied a bit by respondent type and company size. For example:

  • 57% of advertising executives expect an increase in Twitter spend, whereas only 48% of marketing executives expect an increase.
  • On the other hand, 12% of marketing execs expect a decrease in Twitter spend, whereas only 6% of ad execs do.
  • 74% of marketers at large companies (1000+ employees) expect an increase in Facebook spend, whereas only 60% at smaller companies (100-249 employees) expect an increase.

For more findings from the report, check out the following infographic:

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Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji

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  • by SAN Fri Jul 26, 2013 via web

    I am quite confident that companies will increase their budget for social media marketing in near future. I have been in the industry and already experiencing a spike in potential clients. I am from Bangladesh, not from a region thats not known to be internet savvy, but here again, we are experiencing a greater awareness among local companies regarding social media marketing.

    So, overall, I agree with whats written here. On spot.

    - SAN

  • by Gracious Store Sat Jul 27, 2013 via web

    Why are the less number of excutives willing to invest on twitter,Pintrest and Youtube?

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