EMarketer: B-to-b marketers embracing social networking

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New York—B-to-b marketers are jumping into today’s rapidly growing social network environment, ramping up spending to create and manage their own social networks for business customers, partners, suppliers and vendors.

That analysis is contained in a new report from eMarketer that projects U.S. marketers will spend $40 million by year’s end to advertise to a business audience on online social networks such as LinkedIn and even Facebook.

Expenditures are expected to accelerate to $210 million by 2010. The report, “B2B Marketing on Social Networks,” aggregates the latest data from marketing and communications researchers, together with eMarketer analysis. It includes case studies, social network traffic and usage data, and b-to-b ad models.

The analysis of b-to-b ad spending on online social networking is based on expenditures for display, rich media, search, widgets, applications and other forms of advertising targeted to a business audience on any social network.

The report is available at, and is priced at $695.

—Christopher Hosford

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