Whitepapers on decline as options appear: Material Advertising survey
Is whitepaper any longer offering as an effective format to interact messages to B2B audiences? A huge "no" is what a survey of B2B material advertising methods reveal. Authored by Holger Schulze, manager of the B2B Innovation Advertising Neighborhood on LinkedIn, the "B2B Material Advertising Report" focuses on a host of problems, ranging from objectives and tactics to social media effectiveness and difficulties. Survey respondents expressed the viewpoint that whitepapers were on the decline in the wake of offered options, which, much more significantly, were easily digestible and much more interactive. An additional interesting revelation made by the survey is that B2B is widely viewed as a progressively effective strategy, with as numerous as 82 percent of respondents keen to improve their content production in the following one-year period. Among others, the survey points to YouTube's increase and Facebook's loss of ground as a medium of reaching B2B audiences. Compared with 43 percent in 2012, 61 percent of marketers now use advertising automation platforms, while those producing material from square one account for a massive 93 percent. According to the survey's findings, 34 percent syndicate or curate material, while only 30 percent motivate user-generated material.