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B2B Checks Out Marketing 2.0

It's experiment time for B2B online.

Business-to-business (B2B) marketers are still focusing their digital efforts on company Web sites and search engine marketing. But some are finding success using newer channels—particularly online social media—according to several reports released in the latter half of 2007.

B2B marketers indicated more success with media such as podcasts and RSS feeds than did B2C marketers, according to the "Harnessing the Power of New Media Platforms" report, sponsored by the Association of National Advertisers and BtoB magazine, and conducted by Guideline.

Guideline asked B2B and B2C marketers to rate the effectiveness of various online marketing tactics. Almost all marketers surveyed used some form of social media. However, business marketers reported more success with podcasts (21% of B2B vs. 13% of B2C listed podcasts as "effective"), blogs (17% vs. 6%) and RSS feeds (14% vs. 11%).

Interestingly, 8% of business marketers rated Second Life as an effective new media platform, while consumer marketers either had not tried it or the sample size was too small to include.

Read more - eMarketer

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