Marketers Will Increase Social Media

In their State of Marketing 2015 report, Salesforce polled 5,000 marketers about their budgetary changes for this year and found that 70 percent of respondents planned to boost social media ad spend.

70 percent said that they will increase expenditure on organic (non-paid) social media marketing, too. Two thirds (66 percent) of the marketers surveyed said that social media was core to their busin

ess. Accordingly, the same amount of firms now have a dedicated social media team in place.

“One of the fears I had was that since social media advertising grew, you might see some brands fail to recognize you have to support the organic side of it as well,” said Jeff Rohrs, vice president of marketing insights at Salesforce. “Otherwise, those advertisements won’t perform. But it looks like the advertising will be complemented by the organic side.”

Overall, 84 percent of marketers plan to increase or maintain their total advertising spend in 2015, and one in three (38 percent) will shift dollars from traditional to digital marketing.