The vast majority of companies still treat social media as a fad and social phenomena. Their use of social media tools for marketing is rudimentary and the equivalent of marketing by billboard. Not to say that billboards are ineffective. It's just that digital marketing and social media offer a different marketing opportunity and by and large, folks simply don't know how to use it effectively.
And so, because social media marketing is free, more and more companies are putting up their billboards (first it was websites back in the 1990s and now it is social media accounts). So here's the thing: digital marketing is a waste of time given the number of billboards now posted, UNLESS you have the infrastructure to create and disseminate compelling content and track the online activity.
And so, the answer is "yes" that will require more investment in digital tools, staff or vendors. Effective marketing is not free afterall. Even when using social media. Sorry to be the ones breaking the news.
Today we want to highlight data from a report from Sprout, a company providing social media management tools.