75.6% of B2B Marketing Execs To Increase Online Budgets in ‘07
You probably know by now that Microsoft and Google are in a race to expand Internet advertising opportunities. Google bought “Double Click” in April for $3.1 billion. Yahoo bought Right Media in April for $680 million, and Microsoft just purchased aQuantive for $8 billion. What does it mean to the B2B marketer?
According to the NYTimes, online ads accounted for 5.8% of the $285 billion spent on ads in the U.S. last year. Yes, most of that was B2C ad expenditure, but the B2B side of online marketing and advertising is also growing.
Some 75.6% of B2B marketing execs say they plan to increase their online budgets in 2007. Online spending in the B2B category will rise 23.7% next year to $2.4 billion, according to Veronis Suhler Stevenson forecasts. Even so, most of the advertising action remains with print, which attracted nearly four times the advertising revenue of online from the top 100 B2B advertisers in 2005.
Most B2B companies are finally realizing the importance of a good website filled with relevant content for their customers, channel partners and prospects. Getting that website in front of one’s audience is still a challenge. Companies need to understand how their audiences look for information on their company and products.
- Do they read the industry trade publications?
- Do they read well designed information sent in the mail?
- Do they Google?
- Do they have a favorite blog?
- Do they have a favorite online magazine or directory?
- Do they buy online?
We recently designed a targeted campaign for one of our manufacturing clients on Google AdWords. We found 26 vertical sites that were relevant to its market.
B2B marketing is more complicated than ever. If you need help in navigating these tricky waters by integrating your offline efforts with effective online efforts, give us a call. We have the expertise to take you to the next level.
Tiger Woods Is Back And Advertisers Cheer
The Masters Golf Tournament officially gets underway today. Tiger Woods is back from his recovery from knee surgery and Woods' sponsors and advertisers could not be happier. Sponsors will be counting their blessings as Tiger rounds "Amen Corner".
Update Your Website And Increase Sales
Once you have initiated strategies to drive traffic to your website through SEO, PPC, social media, and other online and offline communication tools, you must do the following to update your website and increase sales.
B2B Recession Survey Update 2009
In a compilation of recent surveys on testing the marketing environment for 2009, we found the following survey results.
Best Global Brands And Recession - Suggestions For Brand Evaluation
Business Week's 100 Best Global Brands are a reflection of the global economy. The increasing complexities reinforce the importance of protecting and growing a brand. It is a company's most valuable asset - and a far less volatile asset than others during a time of economic uncertainty.
Brand Positioning - Thinking About The Customer
In a round table discussion, marketing executives discuss the role of brand positioning, challenges that arise in positioning and when it's a time to reposition or re-launch products, and how brand positioning may differ in global markets.
Employee Loyalty Is Brand Loyalty
The most important delivery of your company's brand to your customers and prospects is your employees. The number one reason a person will change vendors is the interaction he/she has with the personnel of your company. If your employees are not strong advocates for what your company stands for, your company is in jeopardy of losing business.
What Does Your Gut Say About Your Brand?
B2B marketers who understand the concept of branding will fare much better than their competitors. What is a brand? Think of a brand as the gut feeling about a service, product, or company.
Branding In A Recession
Current economic conditions are trying, and to more recent generations of company managers may seem unique. However, downturns have been experienced before and there are tremendous lessons to be learned from previous recessions.
The Argument For Branding
Branding and valuable brands are the most important things a company can strive to achieve in our post-advertising world. Many ads today just do not work, and many consumers are not only sick and tired of getting advertising messages, but have found numerous technological ways to cancel them out of their lives.
Brand Report Card
Instantly assess your company's brand strength by measuring your distinction.
Sign Up For Our eNewsletter
Subscribe to our monthly eNewsletter for the latest in B2B marketing ideas.