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ELEKTRONIKPRAXIS column: Part 016: Why social media is becoming essential for marketing in B2B


Social media marketing can be described as “social influence marketing”. Via internet forums, blogs and platforms such as Xing, Twitter, Linkedln, Facebook and YouTube, users exchange and spread opinions, impressions and information. Social media marketing is also on its way to becoming one of the most important marketing channels in B2B.

Last week I met again with a B2B company to discuss marketing measures on the Internet. In this advisory board, to which I was invited, the group discussed the possibilities of making the best use of the internet. Of course, the topic of communities and social marketing was also brought up and the advisory board reminded me how difficult it is in the B2B sector to seize the power of social marketing measures.

Unfortunately, the value and opportunity in social media marketing is underestimated, even often simply not understood. Many think this does not affect their business. When in reality, social media marketing is on its way to becoming one of the most important marketing channels in B2B.

Shifting marketing budgets to the internet

Despite the economic crisis, or even because of it, more and more companies are investing in the internet, but at the same time cutting their usual marketing budgets because they are no longer as effective. According to B2B Magazine, about 48% of all respondents increased their spending on marketing on the internet, especially social media marketing.

The reason for this budget shift is that most of them already use traditional marketing completely and also their customers already know it well enough. People are very curious by nature and want new impulses from existing companies.

This is also the reason why social media marketing is so exciting: it goes back to the roots of making contact, it is no longer about marketing phrases that everyone is tired of, but about real competence and a close exchange from company to company.

Last updated on 7. February 2023

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