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GlobalWebIndex releases study on social media behaviour of business decision makers

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By Ishbel Macleod | PR and social media consultant

October 20, 2011 | 2 min read

GlobalWebIndex has released a study on social media behaviour of business decision makers, based on two years of interviews.

The Social Strategy for B2B Marketing 2011 report, based on responses from 17,425 decision makers in 27 markets, found four key trends: B2B decision-makers stand out most in developed markets; social media has become the most influential communication in most markets; B2B decision-makers are increasing their usage of social media; and B2B decision makers are the most socially engaged in the world.

It found that B2B decision makers are the most socially active consumers for all markets and demographics, with 60% of decision makers had used a social network versus 50% for the average internet user and 41% have written a blog versus 26% for the average internet users.

Conversations online now outrank advertising, direct mailings, webinars, conferences and corporate events while “Branded communities created by the

company/organisation” are seen as more influential than corporate events / entertainment. Company blogs, rank last, although are seen as more influential by junior decision makers.

Brett Petersen, senior strategy consultant at GlobalWebIndex, said: “Social media has become an essential tool for business to business marketers and in some markets participation in these platforms could be the different between getting your foot in the door and making the sale. Our research highlights the need for B2B marketers to have a sophisticated strategy for leveraging the right platforms, empowering their staff to participate and making contact with client decision markers.”

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