CMO Survey: Marketer Optimism for U.S. Economy Slumps
"Unless the social media integration gap is closed, social media spending will ultimately lose its luster," Moorman says. "CMOs will have to tie social media to the rest of their marketing strategy activities. Making this happen takes both organizational and technical systems that help transfer insights, actions and learning between social media and marketing strategy."
To address that need, CMOs report they spend 8 percent of their marketing budgets on marketing analytics and expect to increase this level in the next three years.
Founded in August 2008, The CMO Survey collects and disseminates the opinions of top marketers in the United States two times per year. Learn more at www.cmosurvey.org/results.