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B2B Marketers Report Great Success With New Media Platforms - eMarketer

B2B Checks Out Marketing 2.0

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

JANUARY 24, 2008 

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.


 "In 2008, B2B marketers will increase spending on the most effective tactics first—developing their company site, e-mail, webinars and search engine marketing," said Lisa Phillips, senior analyst at eMarketer. "However, these marketers are ready to experiment more broadly with social media."

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