DUSSELDORF: Advertisers in Germany are planning to heighten their activity on social media this year, but many remain hesitant when it comes to increasing their spending on traditional channels.
BVDW, the digital industry body, conducted a survey of 200 senior executives in the country in order to establish their communications priorities for 2010.
Overall, it found that 81% of participants are preparing to make greater use of social media services as a marketing tool, and were set to employ these sites in diverse ways.
Alongside using properties like Facebook and StudiVZ for promoting products, contributors also expected to leverage these platforms for public relations, customer relationship management and sales purposes.
As social media initiatives are generally different to other forms of internet advertising, BVDW suggested that these efforts should have clear and distinct budgets and targets in order to achieve success.
Elsewhere, the trade group reported that digital media was likely to benefit from a more substantial uptick in expenditure in 2010 than other major mediums.
In evidence of this, 61% of respondents to its poll stated they would boost their investment in web advertising, while 60% believed they would see a similar hike in their mobile outlay.
By contrast, these figures fell to just 5% for television, 3% for radio and 1% for print media, according to the organisation's study.
Data sourced from BVDW; additional content by Warc staff