Trend to Mobile
According to a new study of media platforms, marketers are using one of three techniques to pay for their use of social media.
- They’re diverting money from the traditional media budget.
- They’re shifting funds from other marketing communications budgets.
- They’re creating an incremental budget.
The study by the Association of National Advertisers, B2B Magazine and the marketing services firm mktg shows that social media and viral video have seen the largest jumps in usage over last year. There are some interesting differences between B2B and B2C marketers that apply to B2B and B2C associations as well.
- B2B marketers have not embraced mobile to the extent that B2C has.
- B2B marketers prefer LinkedIn to Facebook.
- Webinars are found to be effective by a very high percentage of B2B marketers.
Mobile and viral video are set to take off among B2B marketers, the study says. Associations would do well to jump on that trend. Those with lots of members who do not use computers during the day are finding it difficult to communicate with members in a world where print is dying and push vehicles like email may never be read. These days everyone has a cell phone, however, and mobile could be the next huge wave in member communications platforms.
