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Advertising Age reports that a new survey of chief marketing officers conducted by Duke University's Fuqua School of Business indicates that "marketers are allocating more of their budgets to social, mobile and marketing analytics, but they still face challenges using these capabilities and proving ROI."

According to the story, "Spending on digital marketing is expected to increase 12.2% over the next year, with some of the largest growth being seen in social, mobile and data analytics. Social media spending now makes up an average 10.7% of marketing budgets, and will grow to 14% of budgets over the next 12 months, according to the survey. In five years, social media spending will account for 23.8% of total marketing budgets."

However, "only 15% of CMOs said they have been able to prove the impact quantitatively of social media, while 43.5% said they have a good qualitative sense of the impact, but not quantitative impact. And 41.5% of marketers have not been able to show any impact yet from their social media efforts."
KC's View:
Sometimes, ROI is hard to prove ... but there's no question that consumer behavior is changing, which means that marketing dollars have to be redirected.

No question. Just look around.