79% of B2B Marketers Believe Social Media is an Effective Marketing Channel

A study and accompanying infographic (pictured below) by Circle Research and The Marketing Society found that nearly 80% of surveyed B2B marketers believe that social media is an effective channel for their marketing efforts.

Survey participants also stated that if they had extra room in their marketing budget, 38% would spend even more on social media. The most popular category for extra spend would be apps and mobile optimization (39%). The study, which was created by Omobono, a UK-based business marketing agency, included these statistics as part of their annual “What Works Where in B2B” study, which was expanded last year to include the United States.

Many B2B marketing studies have found that marketers are expanding their campaigns and channel-implementation in order to reach more people. Last year’s What Works Where in B2B study found that 95% of survey participants have used a wider range of marketing channels in the last three years.

Channel Spend Discrepancies

Even though channel reach has increased, Omobono found that this year, only 39% of marketing budgets were spent on digital, with the majority going toward the website (28%), then email (16%), and social media (15%). Another interesting finding was that even though 84% of those surveyed said mobile is “crucial or important,” only 44% are spending any amount of their budget on mobile. These findings indicate that while marketers realize that mobile is important, they may not have space in the budget (or the education or knowledge) to actually implement a mobile strategy.

The below infographic highlights these and other findings of the annual study:

b2b-social-media

Click to enlarge

Featured Image via Pixabay

“With other agencies, the tendency is to see a flurry of work initially, and then communication and accountability starts to fall off. Our KoMarketing account team is in contact with us almost daily – it’s like they’re sitting right here in our office. They’re truly an extension of our marketing team.”

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