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CMOs Having Trouble Proving Impact of Social Media

Social Media

August 27, 2013 -- In a recent survey of chief marketing officers (CMOs), Duke University's Fuqua School of Business  find organizations are increasingly allocating resources to social media marketing, but the majority of CMOs haven’t been able to show the impact of social media on their business.

According to The CMO Survey:



Despite this, marketers are expected to increase expenditures in social media from 6.6% to 15.8% over the next five years.


Source: Duke's Fuqua School of Business, 2013


About: Founded in August 2008, The CMO Survey collects and disseminates the opinions of top marketers in the United States two times per year.

An email survey was sent to 4,410 U.S. marketers at Fortune 1000, Forbes Top 200, and Top Marketers who are AMA Members or Duke University Alumni and Friends; 410 responded for a 9.3% response rate; 93% of respondents VP-level or above. Survey in field from July 16, 2013 - August 6, 2013.

Source: Christine Moorman/Duke's Fuqua School of Business, The CMO Survey Highlights and Insights, accessed Sept. 12, 2013.