Bit Briefs

According to a study presented at a Pivot Conference (in partnership with Extra Mile Research) entitled “Marketers’ Current and Future Use of Social Media,” 63% of marketers are already investing in social media marketing, and of the 37% that are not currently investing in social media marketing, 62% are planning to invest, including 46% who plan to do so within one year. Other key findings include: 57% welcome social media users involvement and participation with their brands  Of those already investing in social media marketing, 87% plan to increase their expenditures in the next 12 months, including 56% who plan significant increases in spending. Only 30% of marketers who conduct social media marketing have measurement and analysis strategy fully implemented. 43% of marketers who conduct social media marketing have not begun implementing any measurement or analysis programs Of those who have measurement and analysis programs in place, 62% are only “somewhat satisfied” with their programs  Despite all of the focus and investment in social media marketing, only 30% consider their social media marketing efforts “very successful.” 59% rate their efforts as “somewhat successful.” 75% of marketers consider the “always-on” 18-34 year old consumers as a primary or secondary target. Marketers feel that the “always-on” 18-34 year old consumers have unique characteristics: 70% of marketers consider them to have a shorter attention span 67% consider them to have different motivations than previous generations 59% consider them to be less accepting and more questioning of marketing messages in general Read more at www.mediapost.com