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As an agency with a mix of B-to-B and B-to-C clients, several of our B-to-B clients are not exactly sure how (and more importantly “if”) their company could benefit from using social media as part of their marketing mix.
Recently, a study from BtoB magazine and the Association of National Advertisers, “Harnessing the Power of Newer Media Platforms for More Effective Marketing” demonstrates how new media is being used by B-to-B marketers.
- The number of B-to-B marketers currently using social media is up 15% to 72%
- Blogs, online video, podcasts and mobile media were all tactics on their radar for the next year
- LinkedIn still holds the top spot for B-to-B social networking with 81%, compared to only 25% of the B-to-C marketers
- Twitter is attracting more of a B-to-B following (at 70%) than B-to-C (46%)
- 60% of the B-to-B marketers have a presence on Facebook
- 62% of the B-to-B marketers plan to increase new media spending
So the question is not necessarily whether B-to-B marketers can leverage social media — because clearly they are — but in what ways can new media be used to help them build their brands, generate leads, and grow their business.
Tags: btob marketing / social media / study