ELEKTRONIKPRAXIS column: Part 016: Why social media is becoming indispensable for B2B marketing


Social media marketing can be described as "social influence marketing". Internet forums, blogs and platforms such as Xing, Twitter, LinkedIn, Facebook and YouTube are used by users to exchange opinions, impressions and information. Social media marketing is also on its way to becoming one of the most important marketing channels in B2B.

Last week I met again with a B2B company to discuss marketing measures on the Internet. In this advisory board, to which I was invited, the group discussed the possibilities of making the most of the internet. Of course, the topic of communities and social marketing came up and the advisory board reminded me how difficult it is in B2B to harness the power of social marketing.

Unfortunately, the value and opportunity of social media marketing is underestimated and often simply not understood. Many think that this does not affect their company. In reality, social media marketing is on its way to becoming one of the most important marketing channels in B2B.

Shifting marketing budgets to the Internet

Despite the economic crisis, or even because of it, more and more companies are investing in the internet, but at the same time are cutting their usual marketing budgets because they are no longer as effective. According to B2B Magazine, around 48% of all respondents increased their spending on online marketing, especially social media marketing.

The reason for this budget shift is that most companies already use traditional marketing to the full and their customers are already familiar with it. People are very curious by nature and want new impulses from existing companies.

This is also the reason why social media marketing is so exciting: it goes back to the roots of making contact, it is no longer about marketing phrases that everyone is fed up with, but about real expertise and a close exchange from company to company.

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Sanjay Sauldie, born in India, grew up in Germany, studied mathematics and computer science at the University of Cologne, did his Master of Sciences (M.Sc.) at the University of Salford (Manchester, UK) on digital disruption and digital transformation (2017) and was trained at EMERITUS (Singapore) in the MIT method of design thinking (2018). He is Director of the European Internet Marketing Institute EIMIA. Awarded the Internet Oscar "Golden Web Award" by the International World Association of Webmasters in Los Angeles/USA and twice the "Innovation Award of the Initiative Mittelstand", he is one of the most sought-after European experts on the topics of digitalisation in companies and society. In his lectures and seminars, he ignites a firework of impulses from practice for practice. He manages to make the complex world of digitalisation understandable for everyone in simple terms. Sanjay Sauldie captivates his audience with his vivid language and encourages them to put his valuable tips into practice immediately - a real asset to any event!
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