Marketers Working Toward Social, Search Integration
While the majority of B-to-B marketers are now using social media as part of their marketing efforts, they are still exploring how to integrate social with search and measured results, according to an exclusive study by BtoB and Business.com. The study, “The Impact of Social Media Search” was based on an online survey of 464 b-to-b marketers conducted July 1-16th. The survey was designed to explore how marketers are integrating social media with search marketing and discovered what types of measurable impact each channel is having on the other. Among the key findings: More than half of those surveyed list “improved search results” as a top goal for social media marketing.
Social Marketing Budgets Up
The survey found that 29% of marketers plan to boost their budgets for social media this year, and 56% plan to provide additional resources for social media. When asked how much of their online marketing budget will go toward social media this year, 35% said 1%-5%; 21% said 6% – 10%; 8% said 11% – 15%.
Paul Dunay, Global Managing Director at Avaya Inc said 15% of his online marketing budget will go to social media. Dunay said “I believe that many companies use social media incorrectly. They are constantly asking about ROI, which is an indication to me that they are taking a one-way, let’s communicate and build a fan base approach. Our approach is to better connect with our existing customers.”
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