May 10, 2011

Marketing Research Chart: CMO confidence in social media's ability to produce ROI

SUMMARY: Marketers are accountable for demonstrating that the tactics they choose positively contribute to the firm’s bottom line. We wanted to understand how CMOs and senior marketing executives perceive social media marketing’s ability to produce a return on investment.

In this week’s chart, find out the results from a survey of more than 750 CMOs.
by Kaci Bower, Research Analyst

The promise of social marketing ROI is a reality for many organizations

Q. Which statement best describes how you perceive social marketing's ability to produce a return on investment (ROI) at budget time?

View Chart Online

When it comes to convincing skeptics who control the budgets, perception is everything. Fortunately, the misconception that social media marketing is unlikely to produce ROI is vanishing.

For 62 percent of organizations, the opinion is that social marketing is a promising tactic that will eventually produce ROI. Driven by this perception, these organizations are investing in their social marketing budgets, albeit conservatively.

For 20 percent of organizations, social marketing ROI is already a reality and investment in this channel will continue.

For additional research data and insights about email marketing, download and read the free Executive Summary from the MarketingSherpa 2011 Social Media Marketing Benchmark Report.

Useful links related to this chart

Social Media Marketing: Online product suggestions generate 10% of revenue

Members Library -- Marketing Research Chart: Top social media objectives for 2011

Members Library -- Measuring Social Media's Contribution to the Bottom Line: 5 Tactics

MarketingSherpa 2011 Social Media Marketing Benchmark Report

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