B2B marketing firms ‘set to increase their social media spending’
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B2B marketing professionals are poised to significantly increase their social media expenditure over the next five years, a new report suggests.
According to a study from Forrester Research, B2B marketing firms are expected to spend $54 million (£35 million) on social media marketing in 2014 – up from just $11 million in 2009.
The survey shows that an increasing number of marketers are taking advantage of social media platforms to generate quality leads, and as firms become more familiar with the channel, they will continue to exploit its benefits even further.
"Companies will communicate directly with customers, learn how to effectively leverage their presence on social sites by measuring which programmes are successful and generate brand awareness via social channels like Twitter and Facebook," the study's researchers said.
Faye Weeks, director of digital media research agency Connect Insight recently echoed the study's findings, suggesting that B2B marketing firms need to fully understand their customers' digital habits in order maximise the impact of their marketing communications.
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