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.
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