©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.
Social media, initially a curiosity, is an increasingly important avenue for marketing interaction between marketers’ brands and their customers and prospects, according to a new study from BtoB. The study also contains a number of surprises about which platforms are favored by marketers and social’s impact on legacy channels.
“Social Media Marketing: A Surge in Adoption” found that this year, 32% of marketers are “very” or “fully” engaged in marketing through social channels, compared with 21% surveyed by BtoB in 2011. For 2013, the study projects that 53% will be intensely engaged in social media marketing, with 97% of all marketers involved with social media to some degree.