A recent survey by marketing agency Base One Group found that purchasers under 30 spent more time using social media, such as blogs and social networking, but also spend more time looking at traditional press advertising and direct mail.
The survey of 503 purchasing decision makers at companies showed that 65% buyers have increased their use of web searches, and 45% made more use of traditional publications. Social media experienced growth in use, and although it remains limited overall, among buyers under 30 it was far higher; Facebook was up 38%, blogs up 46% and Twitter up 42%. The rise in business networking site LinkedIn was roughly similar across the age groups.
Although the use of social media at each stage of the procurement process was still comparatively low, it was far more influential among those that did use it than traditional sources.
So when you are considering targeting a specific buyer, consider whether your website is up to the job, after all it seems like one of the first places that the buyers are going to look!
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