Marketing software developer Alterian has proclaimed the2010s the decade of digital marketing, after releasing the results of a majornew survey.
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 towardsonline marketing and websites such as Twitter.
"Untargeted and irrelevant marketing techniques are nowredundant and the results of this survey show many in the industry recognisethis. The one thing to remember, however, is that investment in social mediamarketing is futile without adequate measurement," said Alterian CEO DavidEldridge.
"Without adequate investment in listening and measurementtools it renders any anticipated investment in social media ineffectual," headded, citing figures that showed just over a third of respondents wereinvesting in social media monitoring and analysis tools.
Alterian claims this reflects growing understanding thatsocial media marketing needs to be based on engagement with customers, bothcurrent and prospective. Over 50% of respondents said they were placing a 'fair'or 'significant' amount of effort on moving from a campaign-centric directmarketing model towards multichannel engagement.