34% of UK marketers do not current run, and are not planning to engage in, social media advertising, according to a small survey by Eloqua.
It was found that of these, 37% said that the reason why they had no plans to engage with social advertising was because they were “unconvinced of its ROI.”
Sylvia Jensen, director of marketing at Eloqua, said: “While UK marketers’ level of engagement in social advertising is encouraging, the fact that UK users are spending more time than U.S. users engaging with social media indicates that marketers in this country are still missing a trick.
“With the Internet Advertising Bureau highlighting that 25% of Britons’ time online is spent on social media, it is vital that those marketers with no current plans to engage in social advertising recognise it as an important element of the marketing mix.”
Eloqua asked 100 marketing delegates attending ad:tech London in September 2011 about their social advertising strategy.