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B2B Marketing Online: Trends and Tactics
eMarketer, Nov 2006, Pages: 28
Spending on business-to-business (B2B) marketing and advertising has regained the momentum lost in 2000 and 2001, and the Internet is causing shifts in advertising and marketing strategies. Online spending in the category is forecast to hit $2.4 billion this year, while spending in older media decelerates.
Attention: Advertising Agencies, Corporate Marketers, Large Enterprises, SMBs, Suppliers, Hardware and Software Providers and Financial Analysts.
The B2B Marketing Online report analyzes the reasons why the Internet is now an integral part of doing business for US businesses, large and small.
All but 2% of the 220 manufacturers surveyed by SVM e-Business Solutions have a Web site — 87% have had one for more than three years. More than half, 52%, consider their site to be their most powerful marketing tool.
In addition, in both the US and Europe, emphasis on accountability and return on investment (ROI) are causing more marketers to turn to search engine marketing and optimization tactics.
However, what works in one industry may not translate well to others. Given the breadth of the B2B world — ranging from aerospace engineering, machine parts and textile manufacturing to financial services, telecom systems and high technology — the information in this report should be filtered through the lens of each industry's particular needs and requirements.
Key questions the 'B2B Marketing Online' report answers:
- How is B2B marketing changing, online and off?
- Where does the Internet fit in the sales cycle?
- What are the most effective online tactics for lead generation?
- What tactics deliver the best ROI?
The B2B Marketing Online report aggregates the latest data from leading marketing and communications researchers with eMarketer numbers, projections and analysis to provide the information you need to make the right business decision — every time.
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