Ad Age: 60% of marketers expect to increase Twitter ad budgets in 2014

In the latest social media survey by Ad Age and RBC Capital Markets, nearly 60% of respondents who use Twitter for marketing (953 marketers, marketing agencies and media companies) said they hope to increase their Twitter advertising budget moderately or significantly next year. At the same time, 39.8% of respondents responded that their return on investment (ROI) on Twitter has increased over the past six months, and only 6.4% of respondents responded that the rate of return has decreased.

According to previously released data, Twitter's mobile user base is more active. In this survey, the majority (72.6%) of marketers said that the returns on Twitter's mobile and desktop ports are basically the same, and 22.9% of respondents said that the ROI on the mobile port is higher than the desktop, and 4.5% of respondents said that the desktop ROI is higher.

Other findings:

● About 1/5 of the respondents said they use both TV advertising and Twitter for marketing campaigns.

● Respondents indicated that their most common form of Twitter advertising is posting marketing microblogs.

● —45.9% of respondents said their main goal for Twitter marketing is to build brand awareness, ahead of other reasons such as traffic generation (20.5%), increasing followers, boosting sales and maintaining customer relationships.