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Social Media Analytics Spend to Increase in 2008

Posted on 1.22.2008
BusinessWire is reporting on Sapient's new annual Interactive Marketing Survey, comprised of 120 senior level respondents directly or indirectly responsible for managing digital marketing budget allocation across multiple channels.

One interesting note of the study regards social networking - the respondents cite social media as the least trackable digital channel, with only 12 percent saying they tracked social networking campaign performance in 2007. But these executives also see the vast potential of social networking marketing, claiming that in 2008, 42 percent anticipate using analytics to track social networking efforts.

"While marketers have developed an aptitude for tracking more traditional online channels, the emergence of social networking further complicates the interactive landscape," said Sapient Chief Creative Officer Gaston Legorburu. "In 2008, marketers will seek the ability to seamlessly incorporate this medium with their other channels, including search and email, and the capability to monitor and measure performance to ensure they are achieving optimum results."
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