Dive Brief:

• A new Duke University CMO survey shows that marketers expect to increase spending on social media by 144% by 2019. 
• In the next five years, CMO respondents believe social media spending will comprise 18% of marketers' budgets. 
• Despite a consensus that social media is important, 50% of CMOs surveyed say they still can't demonstrate the value. 

Dive Insight: 

Despite social media's growing importance in marketing, it is troublesome that measuring its value continues to be such an obstacle. With more understanding and available tools that can accurately prove its worth, the increase in spending could be even more dramatic over the next five years.