Results from a survey, conducted in a partnership between the Association of National Advertising (ANA), BtoB Magazine and marketing services firm ‘mktg’, were published last week on ANA’s Web site.
The survey revealed some interesting B-to-B marketing statistics. It found that LinkedIn is the preferred Web site of B-to-B marketers, and Twitter is used more by B-to-B marketers than b-to-c.
The survey’s prediction of future trends also provided some interesting insights. Blogs will be the most implemented new media format by B-to-B marketers in the next year; followed by mobile marketing and social media.
Among the current marketing challenges mentioned by marketers in the survey was the failure to show ROI and difficulty determining how to effectively allocate resources between traditional and new media.
The full article provides additional statistics that further describe the results, but the one overall theme I took away from the results was marketers’ concerns about new media as we move forward.
New media is just that, new. Many organizations are beginning to see the inherent value of integrating new media with existing traditional activities. Of course, with anything new, there are usually growing pains associated with researching, understanding and implementing new strategic marketing campaigns.
To make the transition to new media easier on your organization, I suggest you invest time in learning about each of these new tools and their potential applications in your existing campaign(s).
Ask yourself these questions:
Do you understand what it is?
How will it add value to our customers?
Tracking the ROI associated with new media formats is extremely difficult, and marketers are currently trying to develop better tracking methods. Any marketer, worth his weight in salt, will admit that current ROI metrics for new media aren’t perfect. And, until we develop a better way of tracking these metrics, marketers will have to make decisions based upon the information available.
What are your predictions for the B-to-B landscape in 2010?
Will your organization be implementing any new media formats?
What are your concerns for 2010?
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