BREAKING NEWS & VIEWS
Is Social Media in Your Marketing Mix? 60% b2b Companies Say Yes!
Thursday, March 15, 2012
In GlobalSpec’s latest Industrial Marketing Survey, the top three new areas being cited for increased marketing investment by technical products b2b companies were videos, online trade shows and social media applications. It is no surprise that social media applications are now a serious part of the marketing mix of more than 60% of the b2b companies that we survey.
The relevance of social media to b2b marketers is that it provides a 24/7/365 platform to your customers and prospects to talk about your products and your brand, without you necessarily being in the room. The magnitude of that (think about it for a minute) should be all the incentive we need to want to master this new channel, position ourselves to learn from it and use that new knowledge as leverage.
Earlier this year, we released our third annual Social Media Usage Survey of the engineering, technical, industrial and manufacturing knowledge worker audience. The survey compiled 600 respondents cutting across multiple industrial categories. Nearly half (49%) held engineering positions, including design, consulting and process/production.
Here’s what we found:
So what should you do? I would take every opportunity available to me to engage in conversations with my target audience, especially since I know that they are talking about me already.
This is an excerpt from an article by Jeff Killeen. Killeen is the CEO of East Greenbush, N.Y.-based GlobalSpec, Inc., a digital media company that serves the industrial & technical b2b markets.
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