Business websites are “a highly valued and indispensable source of information” in the eyes of business decision makers, according to a survey released late last year by the Association of Online Publishers (AOP) in the UK.
Their research showed that 97% of business decision makers choose B2B websites as the media most used for work.
Other key findings include:
- 51% of business decision makers choose business websites as their preferred source of business information.
- 60% ranked business websites as an “essential” source of information in their work.
- 60% consider business websites as sources of information that they couldn’t get anywhere else.
- 56% visit B2B websites first when researching/informing business decisions
- 55% visit B2B websites first when researching/informing purchase decisions
The survey also revealed that 82% of all business decision makers use at least one business to business digital delivery mechanism for work, rising to 91% among regular B2B websites users. Email alerts/newsletters are the most popular (51%) form of delivery.
When it comes to advertising, 43% of business professionals are more likely to respond to ads on a business website than advertising in other media.
Of those surveyed, 70% reported that business to business websites offer more engaging content and advertising than other business information sources and considered them to:
- Offer instant access to information (79%)
- Save time (77%)
- Offer innovative ways to access information (74%)
- Allow business decision makers to interact with peers more efficiently (69%)
Visit AOP UK for additional details from the report.
Even in the face of an economic recession, almost one-third of business to business marketers plan to increase their 2009 marketing budgets, according to BtoB’s “2009 Marketing Priorities and Plans” survey.
Another 43.5% of marketers plan to keep budgets equal to 2008 and only about one-quarter plan to decrease their marketing budgets next year, according to the online survey of over 200 b-to-b marketing professionals in November.
Among the key findings of the survey:
- Customer acquisition is the top marketing goal in 2009 for B2B marketers (62.2%)
- Customer retention was cited by 20.6% of marketers as their top marketing goal, followed by brand awareness (12.4%)
- 66.5% of marketers plan to increase online spending in 2009
Because online marketing has proven to cost less and delivers trackable results, more b-to-b marketers are moving their marketing dollars online. General Electric Co. is one of those companies, according to BtoB.
“About 15% of our media spend is on digital. In my mind, that is not enough,” said Beth Comstock, senior VP-CMO of GE. “One of my goals is to continue to shift that spend.” GE plans to use online technologies including streaming video, webisodes and rich media ads next year.
The most popular online tactics for business to business marketers next year will be:
- Email marketing (68.3%)
- Web site development (66.3%)
- Search (50.0%)
- Online video (46.6%)
- Social media (46.6%)
Social media spending is up more than 20% from 2008.
When it comes to more traditional marketing, the survey found that marketers are making budget cuts on print (33.2%), events (30.5%), direct mail (25.6%) and outdoor advertising (21.3%).
2009 B2B Marketing Priorities and Plans