It is the time of year when bloggers dust off their crystal balls and try to predict what will happen in B2B social media in the coming year. I have done this for many years myself. Whether these predictions are based on recent data, anecdotal experience or pure conjecture, they are frequently wrong. Or maybe they are right.
But the best part of writing these blog posts is that nobody ever goes back and looks at last year’s post to see what bloggers got right and what they got wrong. It is a content creators dream come true: attractive headline, shareable content, no repercussions.
Anyone can predict the future if they are not accountable for being right.
These opinion pieces are just that. Opinions.
It is very easy to find a survey and say that B2B companies are increasing their social media budgets. The percentage of B2B marketing budgets spent on social media will rise from 9% to 13% in the next 12 months. It will continue to rise to 21% in the next five years. This single data point will let a blogger predict growth in social media budgets for the next five years. And this survey is updated every year, so this one can go on for eternity.
But nobody is checking up on the bloggers to see what really happened. Or the marketers.
Every year the Content Marketing Institute and MarketingProfs release their benchmark report about content marketing. But in this year’s version they changed the definition of content marketing and the number of B2B marketers indicating that they used content marketing went down from the previous year from 93% to 86%. Does this mean that bloggers can use this study to predict the decline of content marketing? Of course they can.
But other parts of the report reveal that B2B marketers are spending more time and money on content marketing. These selective data points support a prediction of increased reliance on content marketing. A blogger can take their pick of the direction, based on their opinion.
And be right either way. Or wrong.
What about making predictions about mobile? Is this really the year that B2B marketers will finally embrace mobile? It’s very easy to predict. Even easier than it’s been for the past five years that bloggers, including me, have been predicting it. 58% of American adults have smartphones. The breakdown of that data is even higher when you look at groups that likely contain your customers. And that data is almost a year old.
Predict away about the impact of mobile, but B2B marketers will prove it wrong once again. B2B websites, white papers, ebooks are still designed and built for desktop computers. This is one of the biggest no-brainers for marketers in years. But bloggers can predict this until they are blue in the face, but it is just not happening.
Other areas that inspire prognosticating for 2015 are marketing automation, social media advertising, scaling of social media across organizations beyond marketing, measurements of success beyond chasing likes and followers and true executive understanding and adoption of social media.
But for every one of these data-supported predictions, there will be many B2B companies that just don’t follow the trend. And prove the predictions wrong yet again.
It is easy to sign up for a Twitter account, but hard for many B2B marketers to embrace the platform and share information that is of value to their customers. It is easy to pull a white paper out of the archives and say you are doing content marketing, but harder to build a content funnel that matches prospects’ interest and timing so it can all lead to sales. And yes, it is easy to look at your own behavior on your mobile device as a rallying cry to go “Mobile First,” but to get all the pieces in place to make this happen at most B2B companies is hugely challenging.
For many B2B companies 2015 will be the year of true social media adoption and success at many levels. Unless I’m wrong.
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