Social Media to Become Focus for Marketers in 2010

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Alterian annual survey finds that two thirds of marketing professionals plan to invest in social media over the next 12 months

The one thing to remember, however, is that investment in Social Media Marketing is futile without adequate measurement.

Today Alterian (LSE: ALN) released the results of their seventh annual survey. The sample covered 1068 marketing professionals worldwide and found that 66 percent of respondents will be investing in Social Media Marketing (SMM) in the next 12 months. Of those investing in SMM 40 percent said they would be shifting more than a fifth of their traditional direct marketing budget towards funding their SMM activities. This supports other statistics from the survey which found that the majority of respondents (67 percent) feel social media is either ‘increasingly important’ or ‘critical to success.’

Commenting on the survey results Alterian CEO, David Eldridge, said, “2010 marks 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 recognize this. The one thing to remember, however, is that investment in Social Media Marketing is futile without adequate measurement.”

The survey found more than a third (36 percent) of respondents are investing in social media monitoring and analysis tools. This is a significant percentage, considering the maturity of the channel and it reflects 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. Eldridge continues, “Without the adequate investment in listening and measurement tools it renders any anticipated investment in social media ineffectual. The key to an effective social media strategy is listening.”

The survey went further to explore the extent to which organizations integrate marketing technologies across their organization. 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 organizations are losing any advantage that this valuable actionable insight could give them,” adds Eldridge.

The research also explored the importance of customer engagement and found that over half of respondents (51 percent) are placing a ‘fair’ or ‘significant’ amount of effort on moving from a campaign-centric direct marketing model towards multichannel customer engagement – in fact only 7 percent are making no effort at all. Eldridge concludes, “Engaging with customers is becoming paramount and the yardstick by which we measure those brands that survive and those that don’t. Marketers now need to appeal to the individual and engage with customers on a one-to-one basis. The easiest way to achieve this is by investing in Social Media Marketing and Social Media Monitoring, and by embracing the web.”

The 7th annual Alterian Survey will be launched at a webinar at 1600 (GMT) on 21 January 2010. To secure a space or to watch a replay of the webinar, visit

To obtain a copy of the full report of the Alterian Annual Survey results visit:

Notes to Editors:
Alterian’s research program is designed to develop new insight on issues and trends that affect direct marketers. More importantly, Alterian believes that although many trends are easily interpreted as challenges because of their short terms impacts, it is critical to view the evolution of marketing with an eye for the opportunities they present.

Survey respondents came from North America (62%) Europe (36%) Asia Pacific and other (2%).

About Alterian
Alterian (LSE: ALN) empowers organisations to create relevant, effective and engaging experiences with their audience that help build value and reinforce commitment to their brand, through the use of the Alterian Integrated Marketing Platform. Alterian drives the transformation of marketing and communications, making it practical and cost-effective for companies to orchestrate multichannel engagement with the individual.

Alterian’s unprecedented integration of analytics, content and execution through industry leading tools, such as the Dynamic Messenger email platform, SM2 Social Media Monitoring platform and the award winning Content Management solutions, enables companies to build integrated communication strategies which create a true picture of the individual.

Alterian works with marketing services partners, system integrators and agencies who recognize the need to plan and deliver coordinated customer engagement services in partnership with their clients. For more information about Alterian, products within the Alterian Integrated Marketing Platform or Alterian’s Partner Network, visit or the Alterian blog at


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