A CMO Survey was conducted by Duke University according to which firms are increasingly looking at integrating their digital marketing operations with the mainstream one. Social media currently occupies just a tenth of the marketing pie, but is expected to soar to around a fourth over the next four years. Majority of marketers rated their organizations at 4.2 on a scale of 7 for social media marketing preparedness. However, only a sixth confirmed that they will be able to give exact quantitative correlation between advertising spend and returns on digital side. Mobile advertising is another field where budgets are expected to more than double in just the next three years. Crucially the percentage of marketing spend on gathering of data and business analytics of the same is expected to increase by another two-thirds in three years.