B2B marketers are beginning to understand the positive impact social media and mobile marketing can have on their bottom lines.

Chuck Richard, vice president at Outsell, explains to B2B Magazine that publishers now need to cover a "spectrum" of channels, devices and locations to satisfy their audiences' ever-changing information consumption habits.

For example, an August survey from business audience marketing platform Bizo found that 65 percent of respondents viewed social media as "more important" or "as important" to their marketing focus over the next twelve months, while email and content marketing were perceived as decidedly less imperative outlets, at 46 and 45 percent, respectively.

Furthermore, B2B Magazine cites an eMarketer report that predicts Facebook will more than double its worldwide ad revenue to $3.8 billion by the end of 2011, likely providing marketers more options and opportunities for growth.

Mobile was also perceived as a growth sector, David Burnand, head of global marketing operations for international information technology services company Atos, explained.

“Mobile is becoming increasingly important to B2B,” he said. “The tech audience are disproportionately high users of smartphones, so (marketers) need to be where they source their information."
 

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