The survey covered 1068 marketing professionals worldwide (actually, it was 98% North America and Europe and only 2% Asia Pacific and other regions).
Alterian found that 66 percent of respondents will be investing in social media marketing (SMM) in 2010. Of those, 40 percent said they would be shifting more than a fifth of their traditional direct marketing budget towards funding their SMM activities.
The survey also found more than a third (36 percent) of respondents are investing in social media monitoring and analysis tools.
Nearly half of respondents (42 percent), however, said they don’t currently incorporate clickstream and web analytics data into their customer and e-mail database.
The research also found that over half of respondents (51 percent) are placing a ‘fair’ or ‘significant’ amount of effort on moving from a campaign-centric direct marketing model towards multichannel customer engagement – in fact only 7 percent make no effort at all.
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