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BizReport : Advertising archives : March 05, 2010

B2B marketers embracing interactive channels

It's not just B2C marketers that are increasing their interactive spend. Forrester predicts B2B companies will not only increase investment in interactive channels but shift their traditional marketing budgets online.

by Helen Leggatt

Forrester predicts B2B interactive marketing spending to reach $4.8 billion by 2014 - almost double that estimated for 2009 ($2.3 billion).

"The recession has hastened the adoption of interactive marketing in place of traditional offline methods which are now seen as expensive compared to measurable, ROI-driven online channels," says report author Michael Greene. "And B2B marketers are particularly likely to shift money from other channels to the online medium."

While paid search remains the top interactive activity for B2B marketers, display, mobile and even social marketing are all becoming part of the mix as B2B marketers step outside of their comfort zones.

Greene estimates that social media spending will increase (not including internal costs such as staffing and training) from $11 million to $54 million between 2009 and 2014. At the same time, mobile marketing is anticipated to increase to $106 million, from $26 million.

"In order to make the most of these investments, B2B marketers should focus on creating online customer interactions -- not just driving leads -- and develop a central team to direct emerging media strategy," states the report.

Tags: B2B, interactive marketing, internet marketing, online marketing, paid search

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