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More than three-quarters of marketers surveyed said they will increase
their social media spending during the next three years, according to Eloqua's
"State of the Marketer" report. A full 74% said they plan to increase
their direct e-mail spending while about two-thirds will spend more on mobile
texting and SMS.
Respondents were bullish on online ad
spending overall, with nine out of 10 saying they would continue to increase
their direct online ad budgets. The spending increases are likely to come at
the expense of print ads, since 55% of respondents said they will probably
decrease print ad spending in the next three years.
The planned increase in social
network ad spending is consistent with eMarketer's projections of nearly $2.4
billion in 2011, up from $1.4 billion this year.
Likewise, eMarketer estimates e-mail
ad spending will jump to $677 million in 2011, from $492 million in 2008.
The jump in mobile texting and SMS is
also in line with eMarketer's projections, which call for $3.8 billion in
mobile messaging ad spending in 2011, up from almost $1.5 billion this year.
To learn more about how online advertisers plan to spend this year, read eMarketer's US Online Advertising: Resilient in a Rough Economy report.
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