Forrester: B-to-B Marketers Fail Community Marketing Test

From: B-to-B Magazine

Dave’s Comments (Digital Marketing Tutorial Blog): B-to-B provides a nice synopsis of this Forrester study on why “community marketing” (Web 2.0 Internet Marketing) has not taken off in the business world. Hint – businesses have the wrong folks at the (social networking) helm!

“While enthusiastic about digital, only one-third of b-to-b marketers use blogs (33%) or other Web 2.0 media tactics (32%) in their marketing mix, according to a new Forrester report titled “B2B Marketers Fail the Community Marketing Test.”

Emerging social tactics are languishing under the corporate communications umbrella, the study found. When it comes to Web 2.0 tactics, corporate communications currently plays the lead role in producing online videos, authoring blogs and experimenting with social media.”

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