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Key Findings: December 2012

B2B Content Marketers Increase Tactics in 2012 Social Networks to Expand Use of “Native Ads” Pursuing Effective Mobile Model
Growing Demand for Green Products/Materials Offers Opportunities Innovative Uses of “mHealth” are Radically Changing Healthcare

B2B Content Marketers Increase Tactics in 2012

Content marketing continues to be a top priority for B2B marketers heading into 2013, according to a recent study by the Content Marketing Institute. In 2012, on average, 9 out of 10 said they were using content marketing and most are using it more than in previous years. B2B content marketers used 12 tactics in 2012 compared to an average of 8 tactics in 2010 and 2011. The most popular tactic this year? Social media, not including blogging, which was used by about 87 percent of those surveyed. Last year, the most popular tactic was articles. B2B marketers are using all tactics more often, except print magazines which are still being tapped by one third of them. Research reports, videos, mobile content and virtual conferences are some of the most popular tactics being used. B2B marketers continue to be unsure about the effectiveness of the content marketing tactics they use and still rank in-person events to be the most effective tactic (at 67 percent).


Social Networks to Expand Use of “Native Ads” in 2013 Pursuing Effective Mobile Model

Social media usage on mobile devices will outpace this activity on personal computers by 2015 in the U.S. Consequently, social networks such as Facebook are expected to lead the charge next year with new social ad models for smaller screens. Some predict traditional banner and interruption ads will decline, replaced by innovative, so-called “native ads” such as Promoted Tweets and Sponsored Stories. Users may have to look twice to distinguish between these ads and user-generated content. Brands hope native ads, though still seen as intrusive by some, will enable them to reach audiences on where they are and on their own terms. But will ads disguised as content work? We may soon know as numerous companies are already sending out Tweets to followers on their social media channels and using analytical tools to identify the most read. Fast Company

Growing Demand for Green Products/Materials Offers Opportunities

According to a recent report McKinsey survey, 80% of industry executives in product value chains believe that “green” is not a passing fad, but a growing trend in their respective industries. Products or materials often identified as green include those that are recyclable, biodegradable, or bio-based and those that have a low carbon footprint, are made from recycled material, or have low toxicity. More than half of the executives in the survey attached greater significance to materials that can be recycled (32%) or have low toxicity (28%). Executives in the survey estimate that almost one in three customers in the consumer-packaged-goods industry is significantly attached to green products. Based on what these executives are seeing, buyers of high-quality and “in-vogue” products are even more likely to respond to the green message, and are willing to pay a premium for green products of equal quality. The report concluded that this growing demand for green materials and products presents a significant opportunity for numerous industries, including the chemical/petrochemical sector.


Innovative Uses of “mHealth” are Radically Changing Healthcare

By 2016, some 10 billion mobile devices will be in use around the world, according to the Cisco Visual Networking Index. Thanks to the explosive growth in the use of smart phones and tablets, mobile technology is now poised to radically alter healthcare delivery, the patient experience and the cost of healthcare. mHealth (mobile health) technologies are currently being used successfully in telemedicine, accessing patient records and physician decision support — saving lives, reducing medical errors and freeing doctors from routine office visits. Managing chronic diseases via mobile devices and remote monitoring could save $197 billion over the next 25 years in the U.S. PwC projects annual revenues for the mHealth industry will reach $23 billion worldwide by 2017. Brookings Institute



Business to Business

  • Some 15% of online news consumers get their news via social media. More than a fifth get their news via Twitter. (
  • More than half of all dollars spent on Facebook (53%) are ads targeted toward men. (Kenshoo Social)
  • Consumers spend an average of 169 seconds per visit to ecommerce sites. (Sumall)
  • Purchases made via mobile grew 99% (in dollar sales) between 2011 and 2012. (Internet Retailer)
  • A third of travelers ages 18-29 (33%) choose restaurants or coffee shops based on whether or not they have power outlets available. (Intel)

Brand Strategy

  • A quarter of YouTube video viewing (25%) is on mobile devices. (YouTube)
  • Some 16% of mobile device users plan to do all or most of their holiday shopping via smartphone or tablet in 2012. (MarketLive)
  • About one in four Americans (27%) believe they’ll be better off financially a year from now. (SymphonyIRI)
  • Nearly a quarter of Google searches (24%) are to find local businesses. (Chitika)
  • Today’s consumers are much more likely to order pizza online – 16% say they always or almost always do. (Pizza Power Report)


  • According to Google, the energy it takes to conduct 100 searches on its site is equivalent to a 60-watt light bulb burning for 28 minutes. (
  • With 104 operating reactors, the United States produces more electricity with nuclear power than any of the 30 countries with that capability. (
  • 30% of energy used in buildings is used either inefficiently or unnecessarily. (SEMCO Sustainable Energy Management)
  • China is the world’s second largest oil consumer behind the United States, and the largest global energy consumer, according to the International Energy Agency. (IEA)


  • Only 5% of Americans who purchase gluten-free products do so because they have celiac disease. (The Hartman Group)
  • A third of chefs (33%) at U.S. restaurants with table service say their restaurants have vegetable gardens. (National Restaurant Association)
  • Only 28% of smokers think secondhand smoke is very harmful; 63% of nonsmokers do. (Gallup)
  • Half of Americans (50%) are trying to cut back on foods and beverages with added sweeteners. (International Foods Information Council Foundation)
  • More than six in 10 Americans (63%) think a low-fat diet is healthier than a low-carbohydrate one. (Gallup)

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