BtoB

Social media use soars among b-to-b marketers

ROI, SPENDING

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The top concerns for both b-to-b and b-to-c marketers when considering newer media platforms is the inability to prove ROI (44% b-to-b, 56% b-to-c) and having metrics to properly allocate the mix of traditional and digital media (42% b-to-b, 49% b-to-c). In terms of spending on newer media, b-to-b marketers tend to spend a greater percentage of their budgets on newer media platforms. B-to-c marketers, meanwhile, are much more likely to shift funds from their traditional media budget (78% versus 42%) to fund newer media. Coming as no surprise given the recession, about half of both b-to-b and b-to-c marketers are projecting that they will spend less overall this year versus last (49% b-to-b and 56% b-to-c). For newer media spending, however, 62% of b-to-b and 71% of b-to-c marketers said they planned increases; those planning to spend less were a much smaller group (14% and 7%, respectively). Nearly a quarter (23% b-to-b, 22% b-to-c) said they would spend about the same. The online survey, conducted in June, tabulated the responses of 172 client-side marketers, of whom 77 were “primarily” b-to-b, 41 were primarily b-to-c and 54 were an equal mix of both. M
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