BtoB study: Social marketing reaches critical mass

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New York—Social media marketing has reached a stage of maturity that places it firmly in the mainstream of marketing channel activity, with fully 96% of marketers engaging with social media in some fashion, according to a new report by BtoB. In addition, according to BtoB's “Social Media: From Marginal to Mainstream,” 47% of b-to-b marketers are “very involved” or “fully integrated” with social marketing, up from 28% last year. Social media now commands 6% of the average b-to-b marketing budget, a figure that rises to 9% among best-in-class marketing departments, according to the report. However, only 41% of marketers reported that they make any attempt to measure social's return on investment. Further, respondents rate the performance of social media as a marketing tool at just 6.4 on a 10-point scale. BtoB's report is based on an online poll conducted in January and February 2013 that drew 432 b-to-b marketer respondents.
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