Email marketing most invested B2B channel in 2016

Email marketing is set to be the most invested channel for B2B marketers in 2016, according to a study by ALF Insight.

When asked which marketing and advertising channels would receive the highest level of investment this year, 82 per cent of respondents cited email marketing as their top priority.

The next most important channels were the brand’s website (78 per cent), social media (71 per cent), SEO/PPC (53 per cent) and video (29 per cent).

Interestingly, although social media placed third in terms of planned investment, only 20 per cent of B2B companies cited it as a key driver for ROI.

LinkedIn remains the staple social investment channel for B2B, with 93 per cent of brands planning to use the professional network to promote their business in 2016.

Twitter was the second most popular (80 per cent), edging out Facebook (63 per cent), YouTube (35 per cent) and Instagram (28 per cent).