According to a Marketing Sherpa Dec 2008 survey, almost all marketers (97%) agreed that social media will simply compliment other marketing tactics, such as email and search, rather than displacing them. Slightly fewer (88%) of marketers agreed on a more moderate perspective that social media will become a standard tactic for most companies, much like email or search marketing, and 74% believe it will have its own budget line item and staff in the foreseeable future. Chart and more details at Marketing Sherpa.
