Survey Shows Firms Plan to Spend More on Facebook, LinkedIn, and Google+ Marketing

If you sell creative services to marketing and advertising firms, it can be useful to know which social-media channels they favor for their campaigns.

More than six of ten (62 percent) of the advertising and marketing executives interviewed in a new survey by The Creative Group said they expect companies to increase spending on Facebook marketing in the next 12 months. This is up from 53 percent who planned to boost their Facebook budget one year ago.

In addition, 51 percent of the executives anticipate companies to channel more marketing dollars toward LinkedIn over the next 12 months. This is up from 38 percent last year. The percentage of executives who anticipate boosting their budgets for Google+ rose from 41 percent last year to 50 percent this year.

The national survey was developed by The Creative Group, a specialized staffing service for interactive, design, marketing, advertising and public relations professionals. It was conducted by an independent research firm. Advertising and marketing executives were asked, “Do you anticipate companies will increase or decrease their advertising/marketing investment in the following social media sites in the next 12 months?”


“Today, there is a social media component to nearly every marketing campaign,” said Donna Farrugia, executive director of The Creative Group. “The challenge is determining which channels make the most sense for the brand and how to truly engage with customers via social media.”

Farrugia added, “As organizations increase their social media investment, they seek professionals with experience planning, executing and measuring the success of social media activities. In fact, social media positions ranked among the top roles advertising and marketing executives said they plan to hire during the second half of the year in a recent survey by The Creative Group.”

The national study was developed by The Creative Group and conducted by an independent research firm. It is based on more than 400 telephone interviews — approximately 300 with marketing executives randomly selected from companies with 100 or more employees and 100 with advertising executives randomly selected from agencies with 20 or more employees.

The Creative Group (TCG) specializes in placing highly skilled interactive, design, marketing, advertising and public relations professionals with a variety of firms on a project and full-time basis.


The Creative Group