MARKETING NEWS HEADLINES: November 2011 November 11, 2011
B2B not sure about social media A recent study of social media adoption amongst B2B (business-to business) and B2C (business-to-consumer) marketers by Accenture, has found that B2B adoption still has some way to go to catchup with B2C. While 65% of study respondents agreed about the importance of social media, an amazing total of only 8% of B2B marketers stated they are leveraging social media heavily. The study is deemed by Accenture to represent uncertainty on the part of marketers about how best to manage this new media, with all the ramifications of feedback both positive and negative, something that B2C marketers have been managing already for a longer time. Few of the study respondents were using a B2B CRM but of those who were, the top objectives for use of social media were: 1.increasing engagement and positive customer experiences (60%); 2.influencing brand reputation (59%); and 3.creating new revenue opportunities (52%). |
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