B 2 B

That perceived shift towards content-based platforms comes amid heightened interest in content marketing among B2B companies. In the US, a recent survey of B2B content marketers found social media to be their most commonly-used tactic, by 87%, although just 49% found it effective.

And as click rates dropped, costs trended upwards, with average cost-per-click (CPC) for B2B advertisers up 43.4% (to $2.20), compared with a more moderate 8.6% rise among all advertisers (to $0.76). The study contains a host of other findings, many of which can be summarized in one sentence: mobile devices are becoming more influential in paid search.