In a host of marketing reports and surveys carried out in January, one theme became very clear: social media as a marketing tool has gone mainstream.
Research from the Society of Digital Agencies (SoDA), reported in eMarketer, found that social networks and applications were the priority for senior marketers in 2010.
Another study by marketing database company Alterian found that 66 per cent of marketing professionals will invest in social channels this year.
The increase in spending on social media is consistent with a shift in budget from traditional to digital media in general, both reports found. The Alterian survey found that 40 per cent of marketers would be moving more than a fifth of their traditional direct marketing budget to social marketing. The SoDA research found that half its respondents would be moving money from traditional to digital media marketing.
And on the B2B front, it’s a similar story. BtoB magazine talked to marketers, agencies and industry experts to compile this list of the top 10 trends for 2010:
- Cautious optimism is the catch cry for B2B marketers. Budgets will increase but with caution.
- Marketers are reconsidering their messaging and positioning in a changed world.
- Social media tools will become integrated into traditional marketing platforms and throughout organisations.
- Focus on ROI continues with increased investment in measurement.
- Content marketing is king.
- More virtual events will be held as a way to enhance content marketing and connect with customers.
- Finally, someone may do something about mobile marketing since smart phones make the prospect more palatable.
- Experiential marketing takes on a new life – after all, nothing beats face-to-face.
- Consulting services expand as companies use data to segment and better target their customers.
- Online video continues its exponential rise to glory.
Read more:
‘Marketers to focus on social media this year’, BtoB Online, 22 January 2010
© BtoB Media Business 2010
‘Engagement on Social Networks Top Priority’, eMarketer, 26 January 2010 © eMarketer Inc
