Two-thirds of Marketers Plan to Spend on Social Media, 40% Don't Feel Prepared.

Two-thirds (66%) of marketing professionals plan to invest in social media over the next 12 months and 40% will shift more than one-fifth of their traditional direct marketing budget toward digital, interactive, or social channels, according to an Alterian survey of 1068 marketing professionals worldwide.  The majority (67%) say social media is either “increasingly important” or “critical to success.”

But only 25% of marketers say they are “extremely” or “very prepared” to take advantage of the new techniques that digital and social media represent as part of their overall marketing/customer engagement strategy, while 40% say they are “minimally prepared” or “not prepared” at all.

More highlights from the Alterian Annual Survey 2009 are at Marketing Profs.