B2B Marketers Up Social Spend - eMarketer
« Return to Mobile Website

Newsletters Sign-Up

Plans & Pricing

Does My Company Subscribe?

B2B Marketers Up Social Spend

Facebook rated most effective

March 17, 2010

Overall, US business-to-business (B2B) advertising and marketing spending will increase by a tiny 0.8% this year, to $129 billion, according to Outsell’s “Annual Advertising and Marketing Study 2010.” Interactive spending will climb a more encouraging 9.2%, to $51.5 billion.

B2B marketers will increase spending on some interactive tactics significantly more than average. Marketing spending on social networking sites is predicted to rise 43.3%.

Change in Interactive Marketing Spending for Select Tactics in 2010 Among US B2B Marketers (% change)

Mobile marketing spending, on the other hand, is the only digital channel in which Outsell expects a drop in B2B marketing spending. The firm predicts it will fall 38% to $202 million.

Asked to rate the effectiveness of specific social media sites in their marketing efforts, more than one-half of respondents said that Facebook was “extremely” or “somewhat” effective. Somewhat fewer said the same of LinkedIn, and just 35% considered Twitter effective.

Effectiveness* of Select Social Media Sites Among US B2B Marketers, December 2009 (% of respondents)

In contrast, when HubSpot surveyed B2B companies in North America about lead generation through social channels, 45% rated LinkedIn effective, compared with just 33% who said the same of Facebook.

According to research from Duke University’s Fuqua School of Business and the American Marketing Association (AMA), B2B product marketers were spending an average of 3.4% of their marketing budgets on social media in February 2010, and B2B services marketers were spending 6.5%. Respondents expected those proportions to reach 7.4% and 11%, respectively, over the next year.

Keep up on the latest digital trends. Learn more about an eMarketer Total Access subscription today.

Check out today’s other article, “BRIC Mobile Giants Begin to Mature.”

TRENDING REPORTS

  • Go beyond the articles:

    coverage
    eMarketer Products

    You've never experienced research like this.

    SEE FEATURES »
  • Hear from our clients:

    coverage
    Customer Stories

    Nearly all Fortune 500 companies rely on us.

    READ MORE »
  • Want to learn more?

    coverage
    Contact Us

    Inquire about corporate subscriptions today.

    CONTACT SALES »