The CEO gives an interesting quote, stating “2010 marks the start of the digital decade for marketing” with the study going on to show that 66% of all those surveyed are planning to invest in social media marketing in the coming 12 months. The report also touches upon the growth of social media monitoring, with almost 40% of respondents intending to spend on social media tracking tools as we enter the new decade.

Alterian reflects upon the growing understanding that a forward thinking marketing strategy now has to listen to potential customers, especially if a ROI in social media is to be realised, with marketers now being required to appeal to customers at a one-to-one level. A growing power shift that is seeing more control in the hands of the consumer as networks of friends and influence continue to evolve over social networks.

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