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BizReport : Search Marketing : November 03, 2006

Online Marketing in Second Place

If you aren’t already marketing on the web you should be. According to a new whitepaper from Omniture, online marketing ranks second as the preferential advertising medium behind only in-person advertising efforts for B2B campaigns.

by Kristina Knight

The Omniture study found that business prospects are much more inclined to research and then buy online than other customers because of the ease of information finding. The report also indicates that by 2008 online marketing efforts will dominate business-to-business (B2B) advertising initiatives. The report says (via Center For Media Research) that in the near future, “Traditional direct mail, industry print, and events and promotions will take a back seat to more efficient and sophisticated online efforts.” This isn’t new news. In 2005 Forrester Research also concluded that online marketing would be second behind in-person sales calls.

Nearly half of all B2B advertisers are already spending significant time online. According to information from KnowledgeStorm, many online marketers spend upwards of 5 hours or more doing online research for products. Another key finding is that nearly 90% of IT professionals and business users admit online content has a moderate to high impact on their buying preferences.

For marketers, the largest challenges raised by the move to online advertising are lead generation, building better customer relationships and accurate measuring practices.

Tags: B2B, B2B advertising, online advertising, online marketing

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