Marketers Signal Intent to Boost Social Media and Mobile Spending

Businesses are intent on finding new revenue this year. For most, this means either increasing the marketing smartphonebudget or at least holding steady on promotional funds. However, most organizations will allocate their marketing budgets in a slightly different way going forward.

StrongMail is not the first organization to release a survey regarding 2013 business marketing intentions. But the organization’s most recent report on this topic provides some great detail on which types of social media and mobile formats will receive extra funding from marketers. The top level finding of the firm’s 2013 Marketing Trends Survey shows that 45% of enterprises will increase marketing while 44% will maintain the same level of funding they had last year.

The details point to email, social media and mobile as the areas where most marketers will put their focus this year. Increased spending on social media will go to:

  • Facebook 39.6% ( represents percentage of firms planning to increase this line item)
  • Social media management/​technology 26.5%
  • Viral/​referral marketing campaigns 23.6%
  • Twitter 23.3%

Mobile remains important to marketers though about 30% in this survey pool noted that they do not intend to increase spending on this item. For those that do, building a mobile app (39.1%) and buying mobile ads (33%) are the top interests. A much smaller group of enterprises plan to spend more on location-​based mobile (16.3%) and 2‑way interactive text messaging (10.5%).

The extra investment in newer forms of marketing will not be funded entirely from budget increases. Nearly half of marketers will cut their direct mail expenses and 33% are planning to spend less at trade shows and events.

The results of the Strongmail survey are similar to those published in Ad-ology’s Small Business Marketing Forecast which found that just over 30% of SMBs will increase marketing budgets this year. To learn more, check out the report at the Research Store.

[Source: 2013 Marketing Trends Survey. Strongmail​.com. 2013. Web. 24 Jan. 2013] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.