45% Of Marketers Plan To Increase Paid Social Budgets In 2017, Supporting Search

45% Of Marketers Plan To Increase Paid Social Budgets In 2017, Supporting Search. Some insiders who are managing paid social and search think so. It's driving higher budgets in social media, with 45% of marketers planning to increase spending on paid social next year. The remainder said they will keep budgets the same, according to a study released Tuesday. In the third quarter of 2016, direct response accounted for 80% of SocialCode’s retail clients’ spend on Facebook and Instagram, up from 66% during the same quarter last year. Search is a major investment made by direct-response marketers to capture demand and intent that converts to leads and sales, said SocialCode CMO Max Kalehoff. SocialCode, which manages social advertising for companies like Macy's, RB, Nestle, Heineken, AB-InBev, CapitalOne and Visa, teamed up with the CMO Club to determine whether marketers will increase or decrease their social-media spend in 2017 and how they will apply it. Some 73% plan to keep their TV spend the same. It also reveals that 63% of marketers use social ads for direct response and 40% implement it to drive brand awareness. Only 15% of CMOs surveyed are using paid social for full-funnel marketing strategies from the top of the funnel to a final sale.