Enterprise Marketing in 2016: Channel and Priority Trends

Enterprise marketers say television advertising and social media are two of their top channel priorities this year, according to recent research from Clutch and R2i.

The report was based on data from a survey conducted between March and April 2016 of 500 respondents who work in marketing roles at companies with at least 500 employees (67% B2C, 33% B2B). About half of the respondents work for companies with 1,000 or more employees .

Some 22% of respondents say television is a top priority marketing channel over the next six to 12 months; 16% say social media is a top priority marketing channel.

Below, additional key findings from the report.

Strategic Priorities

Some 34% of enterprise marketers say increasing brand awareness is their top strategic priority this year; 32% say building customer loyalty is their top priority.

Marketing Channels

Website marketing is the most used channel by enterprise marketers (84% us it); social media is second (78%), followed by print (65%) and email (60%).

Print, television, and radio are used more by B2C enterprises as marketing channels compared with B2B enterprises; content marketing is used more by B2B enterprises than by B2C enterprises.

About the research: The report was based on data from a survey conducted between March and April 2016 of 500 respondents who work in marketing roles at companies with at least 500 employees (67% B2C, 33% B2B).

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