Trends Report

Social Media Playtime Is Over

Despite The Recession, More Than 50% Of Marketers Will Pursue Social Applications

March 16th, 2009
Jeremiah K. Owyang
With contributors:
Thomas Cummings , Emily Bowen , Josh Bernoff


The recession has put more pressure on interactive marketers to deliver measurable results. While many marketing budgets are being cinched, more than 50% of interactive marketers say they will increase their spending on social marketing. Why? These inexpensive tools can quickly get marketing messages out through interactive discussion and rapid word of mouth and, properly managed, can deliver measurable results. But in this downturn, interactive marketers must move beyond experimentation by making social applications a permanent part of marketing, measuring and demonstrating their value, and integrating them into marketing efforts.

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