Cover Story: Media Usage Forecast 2013
In terms of which content companies are investing in, nearly 70 percent of respondents are using blogs, 59 percent are creating videos, 51 percent are using webinars and 25 percent are podcasting.
6. Gimme SoMo
Social-mobile marketing, often called "SoMo" (or "SoLoMo" when it's local, as well) isn't mentioned by name by any of our respondents. Taken together, though, SoMo is a good description of what many described.
Although social media spending is leveling off some, Chart 2 shows that more than 50 percent of social budgets are still increasing. Marketers mention it specifically in nine of the open response comments, ranging from "The expectation of social media marketing" to "EXPLOSIVE INCREASE FROM SOCIAL MEDIA."
Similarly, several respondents say they need to provide more mobile experiences to their customers. One simply explains "a need for more mobile content."
After the content marketing investments already discussed, mobile-optimized websites are the biggest area of increased technology spending in Chart 3, with 42 percent of respondents allocating more of their budget for them. However, 43 percent are not allocating budget for the technology and only 15 percent are holding spending steady. No respondents report decreasing spending on mobile sites.
Marketers are more cautious about mobile app investments, but 29 percent report increasing budget for those, as well. A mobile app is a very specific investment—you're creating and committing to a certain type of interaction and support with your app subscribers. So even though Chart 3 shows that 59 percent are not using them for marketing, we are surprised by just how many are creating them.
"The need for mobile apps by our customers and prospects has influenced us to become more knowledgeable in that area and to partner with a company that is an expert in this area so we can offer this service to our clients/prospects," says one B-to-B marketer who is increasing spending on mobile apps this year.