Of the 339 B2B business executives surveyed, 29 percent stated they plan to increase marketing expenditures on Facebook in 2012. In addition, 25 percent felt social media management would be one of the most important areas of investment for their marketing budgets.
Additional findings from the poll found a lack of interest in mobile marketing.
Specifically, 34 percent stated they didn't plan to increase their investment in mobile programs – be it advertising, landing pages or apps – in the coming year, while 24 percent did mention their intention to build apps in 2012.
B2B marketers' response regarding mobile contradicts the results of a recent eMarketer survey that found mobile usage to increase 30 percent this year compared to 2010. The average amount of time spent on a mobile device rose to one hour per day – overtaking magazine and newspaper reading (44 minutes) which where down 12 percent over that same time period.
However, print media still dominates in terms of overall advertising expenses, garnering nearly 25 percent of ad spend, compared to less than 1 percent for mobile.