Joe Meloni

A report from Kelton Research and PointRoll suggests that both social media and search marketing will receive significant budget lifts this year as marketers look to improve their new media marketing campaigns. Businesses relying on the channels have found that excelling in both helps them improve visibility on the web.

Seventy-nine percent of companies included in the study said they will spend more on social media marketing, while 16 percent don’t expect their investment to change very much.

Thirty-seven percent of companies will spend more on paid search advertising with PPC. However, 55 percent expect to maintain their budgets for the foreseeable future. Despite limited growth in paid search, other data indicates investment in organic search efforts will increase.

The report from Kelton and PointRoll did not mention SEO. That said, Brafton recently cited data from Social Media Examiner, which stated that 68 percent of companies plan to make organic search a top priority moving forward.

In general, companies are leveraging multichannel marketing more frequently to direct prospects through conversion funnels. The majority of Kelton and PointRoll respondents integrate five to six tools for a single marketing campaign. Using social media marketing to link to a website populated with articles, blog posts and other forms of content can provide readers with information that sparks interest and compels conversion.

Brafton recently highlighted a study from the Custom Content Council and ContentWise that found white paper marketing is an increasingly popular form of content. As more organizations leverage content marketing in different ways, adding more in-depth white papers to a strategy can help a company establish itself as a thought leader.