New research from Sherpa shows - surprise, surprise - that social media marketing is absorbing increasing marketing spend, principally in support of driving traffic, lead generation, sales revenue and SEO.
In an improving but cost-conscious environment, this new slice of the pie means that other slices will continue to shrivel, albeit progressively to begin with as businesses trial the impact of facilitating, joining and influencing/ monitoring conversations; as they seek to identify key opinion leaders and their social networks and vital effects; as they try to understand how to improve search effectiveness...
Sherpa touched upon the evolving shape of the marketing department as most near-term cost goes into recruiting fresh staff with the digital competencies needed to develop engagement strategies that don't conform to traditional campaign constructs. Businesses can't afford the time and trial and error rates associated with converting existing talent pools, and consequently digital marketing recruitment is exploding.
