You may be reading this after clicking on our E-news item that 45% of integrated marketers in a recent study haven’t spent marketing dollars on emerging media like social networks, blogs, or word-of-mouth initiatives, but are interested in doing so. Of course, the other side of the coin is that 55% have implemented some kind of social media effort.

Why haven’t the 45% made the plunge…or at least stuck their toe in the water?

A new study by TNS Media Intelligence/Cymfony sheds some light on what we have found to be true through experience. The authors of the survey of 71 marketing professionals in the U.S., Canada, France and the U.K. say that many marketers, “particularly the slower-moving” ones (their words, not mine!), want “best practices” and “proven models.” That’s understandable, and until the last few years it was also realistic. Because we were all using media and techniques that had been around for decades.

Things are different today. With the many new media and technologies exploding onto the B-to-B marketing scene today, there are no off-the-shelf strategies proven to work in all situations. There are no guarantees. We understand how this can be a challenge, especially with the laser focus on marketing ROI.

That’s why one of our key objectives is to determine the business case for new techniques and work with marketers to apply them in the context of their brand, products and customers. And it’s why we are trying new things ourselves, like this blog! Overall, though, we champion a new mindset that allows at least some testing, and some risk, in order for marketers to discover their own “best practices.” The investment and risk can be managed and, in many cases, small. But sitting back is not a viable strategy. We think B-to-B marketers owe it to themselves and their brands to start implementing social media techniques.

So…what’s holding you back?