Not only that, but the highest priority for this newly allocated budget is social networks:
Now, before all of your social media experts pee your pants with excitement, consider this. While social networking is the top priority, that doesn’t mean that companies expert to spend boatloads on it. In fact, according to this chart, social networking is #4 on the pecking order:
You’ll notice that the amount to be spent on “viral campaigns” is one of the lowest numbers. I don’t think it means that companies don’t want their campaigns to “go viral,” I think it suggests a new level of maturity in thinking. As one respondent put it:
“Rather than spending another misguided year trying to “engineer” viral campaigns that will propagate themselves, regardless of consumer intentions, it’s time to refocus our marketing efforts to align with the way that people actually behave.” – Ivan Askwith, Big Spaceship
Aw look, we’re growing up!