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What does the future hold for social media? Are marketers embracing it? Or are they still to be convinced? What do they see as the big problems – and the big benefits they hope to gain?

It’s often difficult to answer these questions because the only information on the web is provided by those who are already using social media – hardly a representative survey. But at the IDM B2B Conference, we brought together 150 senior marketers for a day and ask them to consider the changing world of marketing. So we took the opportunity of asking them: What is the single biggest benefit of social media to your brand – and what is the single biggest obstacle to achieving it?

We have put their answers in the attached report. Free to download, it is a barometer of how social media is perceived within the world of B2B Marketing, and gives you a valuable insight into the minds of other marketers.

Download Opportunities & Threats here [pdf file 172KB]

8 responses to “Opportunities & Threats: How Senior Marketers See The Future Of Social Media”

  1. DK says:

    Like the way this is presented and some nuggets in here – thanks for sharing.

    We actually take a different approach to the whole debate as we think social media has killed B2B: :-)

  2. Zoe Sands says:

    Great synopsis regarding the future of social media from some senior B2B marketers. For me the main opportunity is it opens up a new 2 way communication channel with customers, prospects, brand enthusiasts and influencers that transcend all parts of the business from marketing to sales to customer service. Although, I do think the main threat to social media is where should it live in an organisation, what function should take charge of social media? PR, Marketing, Customer Service, Legal etc? Whilst this is still undecided organisations are often running many diverse social media strategies, which aren’t in sync with the brand and are often fragmented diluting the effort put into social media.

  3. [...] by thought leading B2B marketers on a range of subjects. Check out John Bottom’s article on B2B social media opportunbities and threats. Here’s my thoughts on the B2B social media research [...]

  4. Loving the buzz this experiment is generating – we’ve had a lot of positive feedback on our site about people interested in seeing the results.

    Nice job on the eBook – I found it really interesting that the #1 “threat” that came up over and over was the lack of time and/or appropriate resources to handle social media execution successfully. If that’s the biggest stumbling block, I know some savvy marketers who could help these companies over the hump! ;)

    Will be watching the action from across the pond. Great idea & excellent execution from the Base One team – kudos to you.

  5. Excellent article and well balanced opinions wax & wane. As marketing consultants we always need to keep ahead of the curve and the comments raised here address the top concerns facing marketeers right now. Thanks for sharing.

  6. [...] key threats of social media as viewed by a selection of UK senior marketers in this IDM download. The disturbing thing is that these threats are easily overcome. Social is no longer a fad, the [...]

  7. [...] 150 of the top senior marketing executives in the UK met at the IDM (The Institute of Direct Marketing is Europe’s leading body for the professional development of direct, data and digital [...]

  8. I was more than happy to find this web site. I need to to thank you for ones time due to this fantastic read!! I definitely enjoyed every little bit of it and I have you saved to fav to see new stuff in your site.

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