21.07.2010
Success or gimmick? Trend exclusive interview and study of Social Media in B2B give answers
In social media marketing in the B2B space are special requirements, which raise questions of its own. Can we use social media in the B2B sector at all successful? Where and how do I reach my target audience? How can I measure the impact and what you need for a successful implementation? Answers to these questions, the conversation heller & partner. In focus: the results of the exclusive market study entitled "Social Media in B2B Marketing," at the lighter partner & 149 marketing decision makers surveyed.
"This study confirms that social media have arrived in the B2B marketing," summarizes Lutz Eckardt, a partner at heller & partner together. "It also shows that the marketing decision makers are open with many questions".
The results were presented as part of the trend Exclusive interview and discussed. The main findings include:
Trend confirmed
- 68.2% say they use social media in B2B communications.
Large differences in awareness
- 67.3% of self-certify Berfragten solid basic knowledge, expertise or feel very well informed.
- At the same time say 61.5% of marketing decision makers are not active today, their company was not well prepared on the topic of Social Media.
Heterogeneous user behavior
- 38.7% use social media platforms daily or several times a day.
- At the same time give to 40.8%, social media offers no less use than once a week or.
The key success factors from the perspective of marketing decision-makers:
- Relevant topics occupy (68.9%)
- Integration into the overall communications mix (53.3%)
- Communicate regularly (42.2%)
- Transparent and honest (31.1%)
Inconsistent behavior in target definition and measurement of success
- On the one hand, clear objectives should be mentioned, which are tracked using social media.
- On the other hand, only 20% of active companies already have defined specific targets.
Little use in monitoring
- The analysis of social media activities is mainly through statistical tools and manual checks.
- Special software tools are used by only 13.9%.
The biggest challenges from the perspective of marketing decision-makers:
- Ensure the regular provision of good content (67.4%).
- To find the necessary staff / time resources (65.2%).
- In general the target audience in the professional life penetrate (43.5%).
