HARRISBURG, Pa., March 22, 2016 /PRNewswire/ -- Sacunas, a leading integrated business-to-business (B2B) marketing agency, has released a new study the reveals the most influential marketing channels, social channels, content types, information types and motivators in millennials' decision-making process for B2B purchasing. The results of the study contradict traditional thinking about the importance of social media, and the hierarchy of social platforms for B2B brands.
Sacunas phone surveyed 2,000 millennials across the United States about their buying habits, their usage of social channels and causes that they care about in regard to making B2B purchasing decisions.
"Our findings contradict the traditional belief that social media is a secondary influencer on purchasing decisions for B2B brands," said Director of Research and Strategy Heather Wadlinger. "We've confirmed that not only do millennials turn to social media for information about B2B brands, but they overwhelmingly prefer Facebook and YouTube to other social platforms like LinkedIn."
The report indicates that millennials largely want to learn in video format. YouTube appears to be growing in popularity among younger millennials. In addition, millennials across age groups perform B2B research on Facebook which frequently embeds video content. Millennials may be looking for informative, engaging and interesting video content that entertains them, educates them and adds value – especially in getting to know vendors' product or service line offerings.
Sacunas research also details the desire of millennials to work with vendors who have a social conscience.
"To successfully market to millennials, B2B companies need to understand the unique behaviors and psychology of the millennial buyer," said President Adam Vasquez. "B2B brands not only have to optimize their customer experience, but they must also evolve to have meaning beyond the products they represent."
According to the Pew Research Center, in 2015 there were approximately 55.2 million millennials in the U.S. workforce, surpassing Generation X as the largest demographic in the labor force. The Department of Labor predicts that by 2025, the workforce will grow to include 74 million millennials.
To download the entire Millennial B2B Report, visit sacunas.net/research.
Sacunas helps the best B2B brands tell compelling stories and create exceptional experiences that motivate markets, customer teams and individual buyers. Through a unified approach to brand strategy, digital, public relations and customer experience, we go beneath the surface to uncover critical truths that transform brands. That's the art of B2B. For more information, visit sacunas.net
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