According to research agency TWI Surveys Inc., marketing expenses in social media and conversational marketing will be growing over the next five years. Conversational marketing is a young trend where marketers try to personify their marketing efforts, making their advertising look as natural and 'human' as possible.
The study had been requested for by the American Society of New Communications Research (SNCR) and Joseph Jaffe, author of the book Join the Conversation. Jaffe's book, released last year, was written with the study's results in mind. Some 260 marketing and PR professionals were interviewed and the interesting conclusion is that most of them expect to spend more of their budget on conversational marketing in upcoming years. Right now, most marketers spend less than 2.5% of their budget on conversational marketing but over 80% expects to spend twice as much on conversational marketing within five years. 65% of the respondents indicated to be allocating more budget towards that goal this year already.
The biggest barriers keeping professionals from undertaking conversational marketing are lack of manpower (51%), lack of control (46%) and the inability to measure results with this type of marketing (45%). Another issue that's often mentioned is the company organization's inability to cooperate on spending more on conversational marketing.
Reacties