E-Mail And Social Media Are Tools B-to-B Marketers Plan On Using More Of In 2010

As we all look forward to 2010 in our planning processes, we’re all looking for ways to generate exposure and ultimately leads that turn into sales. Most marketing budgets will still be tight in 2010, and marketers are looking for ways to get the best bang for the buck.

According to eMarketer.com, 75% of small businesses (under 500 employees) plan to increase their e-mail marketing in 2010. 70% will put more dollars toward social media according to Vertical Response data.

Planned Change in Online Marketing Spending in 2010 by US Small Businesses, by Tactic (% of respondents)

B-to-B marketers are using these tools because they are inexpensive and generate quick measurable data. Campaigner and Hurwitz & Associates studied small businesses under 20 employees and found 28% of those that used e-mail marketing considered it inexpensive and an effective way to reach new customers.

Benefits of E-Mail Marketing According to Small Businesses in North America, July 2009 (% of respondents)

Smart marketers will include both e-mail and social into their 2010 plan. That and some search engine marketing and you’ll have a winning combination.

I’d like to hear from you on whether e-mail and social are in your 2010 plan.


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  1. Robert Middlestetter

    There is a misconception about the cost of social media. For it to be effective, strategies must be developed and personnel hours applied and there are costs associated with both. Social media will not generate the desired results fast unless you have already established your brand presence in the social media venues. If you’re just starting out, expect several months of dedicated work before you become effective and efficient. And finally, in the B2B environment, social media has only been adopted by 25-30% of companies. 70-75% of companies are not engaged in any social media dialogue. Adoption will increase in the future and social media is a good investment right now but it is not the silver-bullet replacement for traditional marketing and advertising. It is an effective way to engage your market and build relationships.

    • tradesmeninsights

      Robert I totally agree. While social doesn’t have a lot of outside costs it does take time. You have to be in it for the long haul . I agree that the B to B world is lagging behind right now but it’s up to folks like us to get them in the game. As I’ve said many times social isn’t going away so why now embrace it understand how you as a company can benefit from it and start using it as one more marketing tool. Thanks for the comments

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