Are you harnessing the marketing power of social media?

If not, you’re in a new minority. According to a survey conducted by BtoB and the Association of National Advertisers, the use of social media as a marketing tactic has grown exponentially in recent years. In 2007, only 20% of all marketers claimed to use social media. Today, a staggering (but not surprising) 66% of marketers turn to social media for branding and demand generation. Specifically, 57% of B2B marketers now use social media, as opposed to merely 15% in the previous survey.

Total paradigm shift here, people!

The idea that B2B and B2C marketers are investing more in social media (62% and 71%, respectively) while scaling back on traditional marketing funds says something about what they believe influences their end users. Among the most popular types of social media—including Facebook, LinkedIn, and Twitter—the survey said that blogs top the list of “new media” that both B2B and B2C marketers intend to utilize more in the next year.

If you’re reading this blog, you probably (I hope!) understand why. Blogs often have the benefit of transparency that traditional advertising lacks. They cut through the hype—or, at least, they should. To buyers, this translates to marketing that is un-marketing at the same time. Marketing whose message they just might buy int—in more ways than one.

For more on this survey, visit


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