Social spend accelerating despite most marketers not being able to prove impact

Top marketers are spending more on social media than ever despite only a quarter being able to prove its impact, according to the latest CMO Survey.
According to the biannual report, social media spend now accounts for 13.8% of brands’ total marketing budget, up from 9.8% in August 2017 and marking the highest ever annual increase.
That’s despite only 24.7% of marketers suggesting they are able to prove its impact quantitatively, and 39.3% unable to show its impact at all. However,