科握（KAWO）：2024 B2B社媒营销研究报告（英文版）（28页）.pdf

1、2024 B2B Social Media Marketing Research ReportWe surveyed 50 people from global B2B multinational corporations(MNCs)in China.Instrumentation16%Machinery14%Pharmaceutical/medical devices12%Chemical12%Auto Parts10%Material8%Automation6%Tool 2%Other20%Marketing94%PR/Brand6%Industry composition94%of th

2、e respondents come from Marketing department and 6%from PR/Brand department.Where do the survey respondents come from?2Pulse Check on Social Media Strategy&Execution86%66%56%48%46%34%12%10%4%2%Major Marketing Channels in ChinaSocial mediaOffline eventsPaid searchSEOWebinarsDisplay adsEmail marketing

3、Influencer marketingCommunityOther Podcast Social media stands out as the top marketing channel due to itslow cost to launch and relatively stable operation model.Thisshows that the B2B companies not only attach great importanceto social medias influence on communication and user impact,but also hop

4、e to obtain leads through their cost-effectiveinvestment in social media.Offline events is the next major marketing channel.After threeyears of pandemic,there was a significant recovery of offlineexhibitions and activities.As a relatively new marketing channel for B2B companies,thewebinar has gained

5、 more and more popularity.Its importance isalmost equal to that of SEO.Althoughnotasmanyrespondentsselectedinfluencermarketing and community as their major marketing channels,itdoes not mean that there are no opportunities in these fields.Somecompanieshavebeguntotrytocollaboratewithprofessional cont

6、ent creators and have produced cost-effectivemarketing campaigns.*N=50494%18%38%20%24%6%18%34%42%Purposes of social media marketing,primary&secondarySecondaryPrimaryImprove brandawarenessGenerate leads/acquireclientsPromoteproductsor servicesRetain clients andincrease loyalty The majority of B2B com