Research: Social media gains traction among b-to-b marketers
May 15, 2012 - New research conducted by Crain’s B2B reveals a growing interest and involvement among marketers in b-to-b social media. In 2011, 21 percent of marketers polled reported that they were “very” or “fully” engaged in marketing through social channels, compared with 32 percent this year. For 2013, the research forecasts a rise to 53 percent.
Social network listed as "most important" in a survey of 622 b-to-b marketers.
Of the social media channels cited as the most important to marketers, LinkedIn topped the list, reported as the network of choice by 30 percent of respondents (see graphic), followed by blogs (20 percent), Facebook (19 percent) and Twitter (16 percent).
The study confirmed the conventional wisdom that social media is primarily useful for “soft marketing attributes,” including branding, mentioned by 70 percent of those polled, in addition to traffic building (58 percent) and product promotion (56 percent). The B2B research, titled “Social Media Marketing: A Surge in Adoption,” included 622 responses from a wide range of companies. It was conducted online in March.
By Michael Moran Alterio