A recent study conducted by the Sagefrog Marketing Group as reported by eMarketer shows that while B2B marketers are using all forms of marketing, there may be some evidence that the numerous options available could be diluting efforts.
The following chart is interesting for the simple reason that from 2012 to 2013 most of the percentages of who is using what form of marketing is dipping slightly. Is it a trend? Of course, not. It’s one instance of research looking at a small time frame. What it does make you think though is that with so many options and so few available resources to most, this kind of result makes sense.
One number that caught my eye was the increase in telemarketing efforts. Normally, I would want to shout “Really?!?! Telemarketing?!?!” but that’s actually an ignorant reaction. Why? Because telemarketing is about as unsexy as anything in marketing can be but guess what? It still works in the right amount and the right circumstance.
What do you think about these results? The numbers just couldn’t continue to rise year over year? Maybe we have reached the point of saturation? What will be most interesting is what gets left behind when a new wave of the next hottest marketing techniques arrive on the scene.
What’s your take? Too many options and too little time? Tell us in the comment section. We would love to hear from you.