Social-Media Skills Top List of Marketers' Digital Priorities
Survey: Brands Plan to Invest in Corporate Sites, Facebook, Twitter
NEW YORK (AdAge.com) -- Marketers are looking to add workers with social-media savvy more than any other type of digital-marketing expert this year, according to a new study from the Society of Digital Agencies.
Nearly one-third of marketers surveyed by the group are looking to hire people this year with social-media skills, with research and strategic planning coming in as the second-most sought after skill set.
The study also found that 80% of marketers surveyed planned to increase the volume of digital projects this year. However, digital spending still only accounts for a fraction of the overall budget. The majority of respondents still spend less than 30% of their marketing budgets on digital.
Corporate sites will likely be a key area of focus this year; 70% of brand respondents said investments are planned for digital infrastructure. Again, social media proves to be a major priority; Facebook and Twitter are second and third on the planned investment list.
While Foursquare and location-based services were the hot topic of 2010, those stars appear to be falling a bit for marketers. Seventeen percent of respondents plan to use Foursquare this year, while 9% opt for other location-based services. However, mobile website and mobile apps are on about 40% of responding marketers' radar for 2011.
Soda conducted the survey with research group Answerlab; it included responses brand marketers, agency employees and technologists.