Over three quarters (79 per cent) of B2B marketers believe that social media is an effective channel for marketing, research from Omobono has found.
38 per cent of those surveyed in the research, carried out with Circle Research and The Marketing Society , said they would spend any extra marketing budget on social media, while 39 per cent would turn to apps or optimisation.
However, over half of those surveyed don’t spend a penny of digital budget on mobile channels, with only seven per cent of marketing budget going to mobile for the marketers who do embrace social as a channel.
Francesca Brosan, chairman of Omobono commented: “Social media for business has come a long way in a very short time, and this year's research demonstrates that the B2B community has embraced what used to be seen as a consumer medium to the full. But the changes it, and other digital channels, require, are putting pressures on client skill sets, resources and approach to ROI. Our respondents are undoubtedly up for the challenge however, as so many of them cited the greater complexities of B2B marketing in the digital age as one of the key reasons they feel motivated and excited by the sector.”
Worryingly, only 16 per cent of B2B marketers are confident in their ROI measurement, while 70 per cent say they need help with their digital skills.