Marketers are planning to increase their social and mobile budgets this year, and appear confident that their efforts will produce the desired results. In its 2014 State of Marketing report [download page], ExactTarget indicates that roughly one-third of social media marketers are seeing an ROI from their efforts, while another 1 in 2 believe their activities will eventually produce a return for them. Fewer find their social listening (31%) and social advertising (23%) programs to be currently effective.
While social marketing is only currently effective for a minority of respondents, the data indicates that few believe it’s unlikely to produce for them in the future. The social ROI question has been running for some time now, and doesn’t appear to have hindered marketers’ planned increases in the use of social platforms. Despite the long-running social ROI question, there are positive signs: a recent study from Tata Consulting Services of large enterprises’ social media marketing found that 56% of respondents had successfully measured social ROI, with two-thirds of those saying it was positive.
Mobile is the other platform getting plenty of buzz at the start of the year, and it appears that the ExactTarget survey respondents’ views regarding mobile’s potential ROI are on par with their views concerning social. That is, while only about 3 in 10 say mobile marketing is producing for them right now, another 51% believe it eventually will, and only 16% feel it’s unlikely that it will.
Aside from ROI, one of the questions surrounding mobile regards its integration into wider marketing activities. On this front, the ExactTarget report indicates that 4 in 10 marketers haven’t yet integrated their mobile efforts into their overall programs. Of the half that have, though, 95% claim that the integration has been at least somewhat effective.
About the Data: The 2014 State of Marketing survey was conducted online from October 24, 2013, until November 1, 2013. The survey was sent to more than 48,000 marketing professionals and a total of 2,651 marketers started the survey, with 1,959 surveys completed (74% completion rate).