According to this eMarketer article “Will Digital Marketing Prove Profitable,” the economy is driving marketers to show measurable ROI for their marketing efforts, and is also driving them online to social media marketing tactics. Marketers believe that social media marketing will show better ROI than more traditional tactics — outdoors, TV, radio, print. 22% of the marketers surveyed said they’d be moving dollars online.
See eMarketer for more information. (Subscription required for in depth reports.)