When marketers were surveyed in this latest eMarketer article, over 78% said that they would increase spending during the next three years on social media tactics. More marketers are planning to increase social media budgets than direct e-mail and mobile texting, which were the other two mobile marketing tactics included in the survey.

As social ad spending is expected to grow from $1.4 billion this year to an estimated $2.4 billion in 2011, the focus will ultimately shift away from direct e-mail. Even though e-mail will not go away anytime soon, it only offers a 2-way communication. Social media is a breeding ground for recommendations to products, referrals to services, and it allows marketers to truly target niche groups. Businesses are beginning to truly embrace the power of communities.