Einsatz neuer Medien im Marketing: Unterschiede zwischen B2B und B2C

Die ANA (Association of National Advertisers), das BtoB Magazine und mktg haben erfragt, inwieweit das Internet bzw. Social Media im Marketing genutzt werden:

New ANA/B2B Magazine Study: Marketers Embrace Newer Media Platforms

Interessant, wenn auch nicht überraschend, sind die Unterschiede zwischen dem Marketing im B2B- und B2C-Bereich:

  • While mobile is used by 32 percent of overall marketers, it is three times more likely to be used by b-to-c versus b-to-b marketers (52 percent vs. 18 percent).
  • LinkedIn rates first among b-to-b marketers while Facebook is top among b-to-c.  Interestingly, Twitter is used more by b-to-b marketers (70%) than b-to-c marketers (46%).
  • B-to-c marketers see much more effectiveness from SEM (76 percent) than b-to-b marketers (48 percent)
  • Webinars are a much more effective platform for b-to-b marketers (48 percent) versus b-to-c (6 percent)