2012 Media Usage Survey Extra: Where Are B-to-B Marketers Putting Their Money?

The 2012 Target Marketing Media Usage Survey results have been released in the March issue of Target Marketing magazine. In that article, you’ll find composite results of where all responding marketers are allocating their direct response marketing budgets in terms of media, and also what technologies they’re investing in. Here, let’s take a deeper look at how specifically B-to-B companies are investing their budgets.

The charts in the media player at right contain the composite results as they appear in the article. Below are the answers that just the dedicated B-to-B marketers gave to these questions.

2D barcodes (QR Codes, SnapTags, Microsoft Tags, etc.)

  • Increase 31%
  • Decrease 2%
  • Stay the same 12%
  • Do not use 54%

Augmented reality

  • Increase 3%
  • Decrease 1%
  • Stay the same 8%
  • Do not use 88%

Automated/triggered messages (via email, print, etc.)

  • Increase 45%
  • Decrease 1%
  • Stay the same 18%
  • Do not use 36%

Blogs

  • Increase 49%
  • Decrease 1%
  • Stay the same 14%
  • Do not use 36%

Content Marketing

  • Increase 67%
  • Decrease 1%
  • Stay the same 17%
  • Do not use 15%

GPS/location-based messaging

  • Increase 7%
  • Decrease 1%
  • Stay the same 6%
  • Do not use 86%

Loyalty Programs

  • Increase 23%
  • Decrease 1%
  • Stay the same 18%
  • Do not use 58%

Mobile SMS, short codes

  • Increase 16%
  • Decrease 1%
  • Stay the same 6%
  • Do not use 77%

Mobile-optimized website

  • Increase 38%
  • Decrease 0%
  • Stay the same 8%
  • Do not use 54%

Mobile apps

  • Increase 29%
  • Decrease 1%
  • Stay the same 8%
  • Do not use 63%

Personalization

  • Increase 42%
  • Decrease 1%
  • Stay the same 25%
  • Do not use 32%

Personalized URLs (PURLs)

  • Increase 24%
  • Decrease 1%
  • Stay the same 12%
  • Do not use 63%

Podcasts


Thorin McGee is editor-in-chief and content director of Target Marketing and oversees editorial direction and product development for the magazine, website and other channels.
Publish date: February 29, 2012 https://dev.adweek.com/performance-marketing/2012-media-usage-survey-extra-where-are-b-to-b-marketers-putting-their-money/ © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT
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