Study: Marketers to focus on social media this year

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Bristol, England—Social media will be high on most marketers' to-do lists this year, according to a new international study by marketing database company Alterian.

Sixty-six percent of marketing professionals will invest in social channels this year, according to the “Alterian Annual Survey 2009: Are You Ready to Engage?”

Of those investing in social marketing this year, 40% said they'd be shifting more than a fifth of their traditional direct marketing budgets toward social marketing functions. Also, 36% of respondents already have invested in social media monitoring and analysis tools.

However, marketers are still slow to integrate their various channels to optimize lead tracking, Alterian found. About 42% of respondents said they do not incorporate clickstream and Web analytics data into their customer and e-mail databases, causing them to lose “any advantage that this valuable actionable insight could give them,” the company said.

The survey, which received 1,068 responses, was conducted online, as well as at live conferences during October and December.

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