Marketers seen spending more on paid social media ads: Gartner

By Malathi Nayak NEW YORK (Reuters) – Marketers are poised to increase spending on paid advertising on social networks such as Facebook in the next twelve months due to the declining reach of free social marketing, according to a report from research firm Gartner. Eighty percent of the 123 industry executives surveyed who lead social media marketing initiatives said they would place paid advertising programs on social media within the next twelve months, Gartner said in a statement on Monday. Of the 80 percent, 42 percent will be starting paid social marketing efforts for the first time, while 38 percent already have such programs in place, according to the report titled "Digital Channel Survey 2016: Social Marketers Expand Tactics for Results." The study was based on responses from marketing executives from North American companies across industries including financial services and retail.

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