Social media effective but problematical for B2B marketers

The majority of marketers (seven in 10 ) also think their teams do not have the necessary digital skills according to the research carried out by digital agency, Omobono, with Circle Research and The Marketing Society. In total 115 business marketers were asked about their objectives, budgets, challenges and new channels.

And while digital marketing is now commonplace more than half questioned still don’t invest in mobile channels with mobile spend increasing only very slowly: it accounted for 4% of budgets in 2011 and 7% this year. However, when asked what they would spend extra budget on, if they had it, 39% of marketers said they would spend it on mobile (apps or optimisation) and 38% on social media.

In terms of digital challenges, B2B marketers said they were: a lack of resources to produce digital content ( 48%); measuring the effectiveness of digital activities ( 44%) and a lack of digital skills and expertise in house ( 43%). Almost half ( 48%) said their team lacked analytics and reporting skills.