62% of ad executives expect companies to up their Facebook ad spend over the next year
A new survey has revealed the main social media sites that advertising and marketing executives expect big companies to increase their spending on over the next 12 months.
62 per cent of those interviewed said they expect companies to increase their spending on Facebook marketing in the next 12 months, up nearly 10 per cent from the previous year.
The report from The Creative Group asked 400 industry professionals: “Do you anticipate companies will increase or decrease their advertising/marketing investment in the following social media sites in the next 12 months?," referring to Facebook, LinkedIn, Google+, Twitter, YouTube, Pinterest, and Instagram.
Executives also anticipate companies will channel more marketing dollars toward LinkedIn (51 per cent) and Google Plus (50 per cent),
However, most executives think that companies will not up their budgets for picturing sharing sites like Pinterest and Instagram, with around 12.5 per cent saying there would be a decrease in spending and roughly 47 per cent saying there would be no change on spending for each site.
"Today, there is a social media component to nearly every marketing campaign. The challenge is determining which channels make the most sense for the brand and how to truly engage with customers via social media," said Donna Farrugia, executive director of The Creative Group.
"As organisations increase their social media investment, they seek professionals with experience planning, executing and measuring the success of social media activities. In fact, social media positions ranked among the top roles advertising and marketing executives said they plan to hire during the second half of the year."