SubscribeSocial Media, Web 2.0 are challenges for b2b companies
2009-01-15
A new study shows that business-to-business companies find that developing Web 2.0 content will be a challenge for them in 2009 and a fairly high priority.The study from MarketingSherpa looked at 247 b2b companies with $250 million in revenue and found that the firms consider online marketing to be the biggest challenge facing them in the new year.
About 35 percent listed "developing emerging or Web 2.0 content" as a challenge, with 20 percent saying it was a high priority. An even higher percentage, about 38 percent, found "social media development/integration" to be the biggest challenge, but at about 14 percent, it was less of a priority.
MarketingSherpa says that two of the highest priority items in the survey - "retention marketing plan/tactics" and "marketing analytics" - are often tied together for businesses and are likely to be more important for b2b companies as the economy lags.
But the highest priority for companies appears to be finding new audiences.
"Generating new leads will be very difficult and, for many organizations, success will depend on retention," said the survey. "In turn, marketing analytics will identify what they need, want and find useful and be invaluable in retaining and up-selling existing customers."
In recent months a number of surveys and forecasts have said that online marketing is expected to increase in 2009, even as traditional forms wane. These findings would appear to show that items like Web 2.0 development are of higher priority than the MarketingSherpa report suggests.
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