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B2B online marketing trends reviled
Companies that sell products and services to other businesses are learning that the Internet offers up an abundance of opportunities for lead generation, customer acquisition, branding and, of course, customer retention. Many of the online strategies and principals being used in the consumer world can be applied, with adjustments, to the business space. Many firms looking to market themselves to other companies via the Web are now experimenting with search, blogs, podcasting, Webinars, social networks, behavioral targeting and video applications, reported eMarketer.
American Business Media (ABM) and Forrester found that 49% of B2B firms used online advertising in 2005, and what’s more, they shifted just under one quarter of their ad dollars to digital media. The same trend is being seen in the leading markets in Europe. According to the IAB UK, about 40% of UK B2B marketers are using the Internet, and 63% plan to increase their spending online this year, with one-third aiming for increases of up to 20%.
No matter what study or survey you look at in the US, Europe or elsewhere, B2B firms consistently report that their number one goal for marketing is to generate leads. Also high on their list, though second to leads, are branding goals.
The Web can deliver on both objectives. In the aforementioned ABM/Forrester study, while 63% of b-to-b marketers rated in-person events as either “effective” or “very effective” in terms of generating qualified leads, a respectable 42% said the same for online marketing, just even with direct mail and ahead of business magazines, newspapers and printed directories.
On the branding side, Forrester reports that 40% of b-to-b marketers consider online marketing to be very or extremely effective for building a brand image.
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