Marketers and media owners plan to shift more resources into social media over the next 12 months, with over a half of respondents in a new survey saying “it has its place” in the marketing mix.  

The new findings in the latest Mumbrella Industry Snapshot survey has revealed that over 30 per cent of those interviewed believe there will be “significantly more resource put into using social media” next year, while 48 per cent said there would be “some” shift.

Around 16 per cent said there would be “no major change in focus towards social media”.

When questioned about how integral social media was viewed as part of the overall marketing mix, 14.4 per cent of respondents said it was “essential”, while 20.5 per cent said it was “very important”.

The majority of respondents – 52.9 per cent – said “it has its place”. Only 6 per cent said it was “over hyped or over rated”.