Marketing software developer Alterian has proclaimed the 2010s the decade of digital marketing, after releasing the results of a major new survey.
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The poll of 1,068 marketing professionals found that 66% planned to invest in social media marketing during 2010, with up to 40% claiming they would shift over a fifth of their direct marketing budget towards online marketing and websites such as Twitter.
"Untargeted and irrelevant marketing techniques are now redundant and the results of this survey show many in the industry recognise this. The one thing to remember, however, is that investment in social media marketing is futile without adequate measurement," said Alterian CEO David Eldridge.
"Without adequate investment in listening and measurement tools it renders any anticipated investment in social media ineffectual," he added, citing figures that showed just over a third of respondents were investing in social media monitoring and analysis tools.
Alterian claims this reflects growing understanding that social media marketing needs to be based on engagement with customers, both current and prospective. Over 50% of respondents said they were placing a 'fair' or 'significant' amount of effort on moving from a campaign-centric direct marketing model towards multichannel engagement.