• January 21, 2010

About 66% of marketers responding to a study said they will be investing in social media marketing (SMM) in 2010, according to Chicago-based marketing services provider Alterian.

The 7th annual survey on social media marketing adoption queried 1,068 marketing professionals. Of the 66% who will be investing in social media, 40% said they would be shifting more than a fifth of their traditional direct marketing budget toward funding their SMM activities.

The survey also found that 36% of respondents are investing in social media monitoring and analysis tools. However, 42% of respondents said they don't currently incorporate clickstream and Web analytics data into their customer and e-mail database.--Tanya Irwin