Social Media is the Most Effective Digital Marketing Channel in B2B, but Marketers Struggle with the Demands
The latest research from Omobono’s 2014 survey, What Works Where in B2B Digital Marketing, shows significant shifts in key areas, including social media being recognised as the most effective channel. However, it has also been noted that the vast majority of respondents face difficulties in tracking ROI and gaps in their team’s digital skills.
Working with Circle Research and The Marketing Society, Omobono conducted the study in which 115 business marketers were asked in depth questions about their marketing objectives and activities. Key topics of the research covered include budgets, challenges and a closer look at newer channels such as mobile.
The findings highlight that social media is held up as most effective channel – 79% rated it as effective (vs. the 64% 3 years ago). However, only 16% of B2B marketers are confident in their ROI measurement.
The research findings also include:
B2B marketers’ top priority is thought leadership (63%) followed by customer relationships (61%)
Over half don’t spend a penny of digital budget on mobile channels
Mobile spend has barely increased since 2011 – from 4% of digital marketing budgets to 7% this year
If they had extra budget in the next year, 39% of marketers would spend it on mobile (apps or optimisation) and 38% would spend it on social media
1 in 3 B2B marketers don’t measure ROI
Nearly half (48%) say that their marketing team lacks analytics and reporting skills
The main challenges in digital for B2B marketers:
Lack of resources to produce digital content (48%)
Measuring the effectiveness of digital activities (44%)
Lack of digital skills and expertise in house (43%)
Francesca Brosan, Chairman, said: “Social media for business has come a long way in a very short time, and this year’s research demonstrates that the B2B community has embraced what used to be seen as a consumer medium to the full.
But the changes it, and other digital channels, require, are putting pressures on client skill sets, resources and approach to ROI. Our respondents are undoubtedly up for the challenge however, as so many of them cited the greater complexities of B2B marketing in the digital age as one of the key reasons they feel motivated and excited by the sector.”
By Claire West