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.