7 in 10 senior leaders managing or overseeing digital or social marketing at enterprise (at least $1 billion in revenues) companies in the US and Western Europe say that senior management believes in the value of social marketing, reports Spredfast in a new study conducted by Forrester Consulting. With roughly two-thirds of respondents indicating that social marketing is prioritized at their organization and that it’s integrated with broader marketing efforts, it’s safe to say that enterprises are paying attention to social marketing. Indeed, more than 7 in 10 expect that their social marketing budgets will have increased from last year to this year, though a plurality report that the increase will be less than 10%.
Of course, social marketing doesn’t only refer to marketing on the major social media networks, though 98% of respondents do so. Of the various social tactics identified that don’t involve marketing directly on public social networks, respondents were most likely to say they are currently curating social content on their own sites (61%), maintaining a branded blog (50%), and running a word-of-mouth program (50%). While fewer host branded communities or forums or accept customer ratings and reviews on their own sites, more than 4 in 10 claim to currently be using those tactics. Read the rest at MarketingCharts.