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B2B slow to market on the Net
Jonathan Bowers, March 23rd 2006, 11:02AM
The Internet Advertising Bureau has set its sights on the B2B market with the news that only one third are currently embracing online marketing.
Apparently 63% of respondents say that the Internet will take more of their marketing budget in the future. From a privileged position as a technological B2B company, it's quite easy to suggest that this move is more a necessity than a choice.
Print platforms are now notoriously difficult for B2B companies to reach an audience through - raising awareness in non trade titles particularly. Quite apart from the worth of advertising space, editorial is very tough to attain, which will be frustrating for many who read about the addictive qualities of garden peas in the Metro free paper twice in the same week (Tues 21 and Thurs 23 March).
Over the Atlantic, US watchdogs are predicting that public opinion is moving away from TV as the top advertising medium. Everything points toward the web.
Does this mean that web giants like Google and Yahoo will clean up with ad banners and pay per clicks? Or is it an opportunity for companies to be more proactive in the way they market, reaching out to their audience through blogging, podcasting, wikis and other online communication tools?
I don't mind reading about garden peas but have to admit that my time splits much more in favour of web news week on week.
Comments
John Connor, March 27th 2006, 11:41AM
Pete, I think the vast majority of us still want to be passive. When I come home from a hard day at the office I don't want to have to compete in Deal or No Deal, I want to sit and laugh at the people who are doing so. Any given weblog or messageboard will have a small core of active users and a vast amount of lurkers soaking it all up, who may well be just as opinionated but have no desire to bring that opinion out into the open. Actually, perhaps I shouldn't even be leaving this comment! ;)
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Pete Armstrong, March 25th 2006, 10:24PM
Unless the quality of the content of the newspapers and magazines improves dramatically soon, they will soon be extinct. The problem print is encountering cannot really be avoided or reversed. Readers these days want to interact. We want to post our comments and disagree; we want our point of view to be heard. There is no interaction with print and very little with TV. Furthermore it is far easier to measure the results of an online marketing campaign as it is instantaneous. The web is every marketers dream, luckily for the few of us profiting from it, only a handful have realised. Personally I think we should keep it quiet :-)