buyersphere 2012 - webcast slides
DESCRIPTION
Highlights of the 2012 Buyersphere Report – developed by B2B Marketing, Base One and McCallum Layton – showing changing trends in business buyers' use of social media and information sources generally.TRANSCRIPT
How your buyers are changing: the Buyersphere Report 2012 John Bottom, Base One Kate Thompson, McCallum Layton Joel Harrison, B2B Marketing [Chair]
So why should you spend the next 40 minutes us? Find out how your buyers are changing: How they use information to make purchase decisions Where they get information from How they use it at different stages of the buying cycle How influential different channels are How they share information with each other …and you’re the first to hear it
About the survey
Online survey 800 participants (500 UK, 100 Italy, 100 Germany, 100 France) B2B decision makers Involved in business purchase of over £20,000 during last 12 months
How do buyers inform their purchases?
How do buyers inform their purchases?
Which are the most useful sources?
What do you mean by word of mouth?
What about buyers of the future?
The Millennials are coming
The picture in 2022? 75%?
A growing thirst for information
2011 v 2012
The art of conversation
Information v conversation
Information v conversation
Are we getting bored of social media?
Decreasing usage of social media?
2011 v 2012
Stages in the buying process
Stages in the buying process
Stages in the buying process
Stages in the buying process
It’s good to share
Attitudes to sharing
Attitudes to sharing
European differences?
Main national differences (Data weighted to adjust for varying proportions of IT and younger respondents in each sample)
Do you do iContent?
Do you do iContent?
What have we learned?
Social media usage is down on last year
But arrival of Gen Y will more than compensate
What have we learned?
Word of mouth is still king
But Gen Y consider social media to be the same thing
What have we learned?
Buyers are hungry for information
They value real dialogue more than static content
What have we learned?
Different activities should be deployed for different stages of the buying process
People still print!
What have we learned?
Italian buyers use social media more than the French
Mobile apps are becoming
more relevant
Full report available in June at www.b2bmarketing.net
@basebot
www.baseone.co.uk