The survey covered 1068 marketing professionals worldwide (actually, it was 98% North America and Europe and only 2% Asia Pacific and other regions).
Alterian found that 66% of respondents will be investing in social media marketing (SMM) in 2010. Of those, 40% said they would be shifting more than a fifth of their traditional direct marketing budget towards funding their SMM activities.
The survey also found more than a third (36%) of respondents are investing in social media monitoring and analysis tools.
Nearly half of respondents (42%), however, said they don’t currently incorporate clickstream and Web analytics data into their customer and e-mail database.
The research also found that over half of respondents (51%) 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% make no effort at all.