B2C More Effective than B2B in Measuring Social Media Success

B2C More Effective than B2B in Measuring Social Media Success According to The CMO Survey conducted by Duke University and The American Marketing Association, business to customer (B2C) outpaces business to business (B2B) in monitoring sales leads, revenues... More

B2C More Effective than B2B in Measuring Social Media Success According to The CMO Survey conducted by Duke University and The American Marketing Association, business to customer (B2C) outpaces business to business (B2B) in monitoring sales leads, revenues and profits per customer. This new study seems to disprove past study results which have suggested that B2B firms are better at measuring social media success because they focus more on the bottom line than soft measurements such as number of followers. Indeed, B2B seem to focus less on hits and followers and more on sales, which is easier to measure and track. According to The CMO Study social metric usage will change depending on the marketers focus on either consumers or business as well as whether the company markets a product or service. B2C product firms use more of the top six marketing measurements including sales levels and revenues per customer, outperforming B2B. However, keep in mind that social media may be more di Less