Marketing News: Research: New IAB study by Opinion Matters

News Release from: MarketingUK
04/02/2010
Opinion Matters,social media ,IAB

Almost 90% of brands understand the importance of social media yet struggle to understand its effect on ROI and where it fits into their business.


An IAB study, in partnership with Opinion Matters, surveyed 80 senior marketers and found that 88% of brands rate social media as important to their business. A third of advertisers planned to allocate between 6% and 20% of their digital marketing budgets to it this year, compared with just 14% last year.

However, there’s still great uncertainty about which department should be responsible for social media in the business. While three-quarters of respondents (73%) said social media should come under the marketing department, it was also found to be the responsibility of PR (33%), customer services (16%), research (12%) and IT teams (7%).