Video has become a top tactic for B2B marketers, in terms of effectiveness, but still lags other channels with respect to usage.
While video was tied with blogging as the third most effective tactic used by respondents, it fell behind six others (including blogging) in usage. These findings were uncovered by eMarketer from MarketingProfs / Content Marketing Institute’s B2B Content Marketing: 2015 Benchmarks, Budgets and Trends—North America study,
In-person events and webinars/webcasts were the most effective tactics, but also were not in the top tier of utilized tactics (5th and 12th respectively).
Other Used B2B Marketing Strategies
Other strategies that were used, but effectiveness wasn’t stated, included social media content (blogs weren’t counted in this category), illustrations and photos (69% used these in their campaigns), and infographics at 62% penetration.
It’s interesting to note that the correlation of effectiveness to usage doesn’t always add up. For instance, only 48% use research reports, but their effectiveness was nearly the same as blogging and video (according to 58% of the survey respondents). Microsites are just under research reports, at 47% using them and 54% stating them as effective. Similarly, ebooks were rated as 55% effective, but their usage data wasn’t included in eMarketer’s chart, shown above.
Other techniques mentioned in the report included: online presentations, case studies, white papers, website articles, and e-newsletters.
Difficulty in content creation, based on type, may be one factor in understanding why more B2B marketers have not implemented certain tactics, even though they may be more effective. In survey data released by MarketingSherpa last year, 80% of respondents indicated that online video was at least “somewhat difficult”, but also considered the most difficult among surveyed tactics, trailing only mobile application development.
Photos via Pixabay and eMarketer, respectively.