According to eMarketer, B2B marketing departments in the United States “may have a leg up on their B2C counterparts when it comes to integrating marketing communications across channels,” not to mention blending digital and traditional. But, the B2C folks have the lead in social and mobile – probably because it takes longer to make a case for those channels in the B2B world, where we push to the funnel rather than the sale.
In a blog post, eMarketer reveals that 70 percent of B2C marketers strongly agree that integrated marketing is important, compared to only 56 percent of respondents from the B2B world. That said, we’re doing what they’re saying. More than half of B2B marketing departments already say they have “strong alignment” between marketing and business goals, while just under half of B2C marketers have accomplished this. Also, 33 percent of B2B respondents indicate a “greater desire to develop integrated marketing communication plans for every marketing project – compared to only 25 percent among the B2Cs.
Register now for email updates >>