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SUMMARY
The B2B Marketing Online report tracks the tectonic shifts that are
shaking up the once solid and predictable world of long, complicated sales
cycles.
Of course, reaching the ultimate decision maker is still the key goal, but
marketers also need to target researchers, technical advisors and negotiators
at every stage of the process.
In addition, search plays a major role for buyers in every phase of the
purchase process, and social media- such as blogs, wikis, social networks- are
being consulted as well.
eMarketer projects that in 2008, US B2B online advertising spending will
increase almost 19%, to $5.2 billion.
Key questions the “B2B Marketing Online” report answers:
- Where are marketers spending their money?
- What media influences decision-makers most?
- What are employees really doing online at work?
- And many others.....
eMarketer Reports- On Target and Up to Date
The B2B Marketing Online report aggregates the latest data from
marketing and communications researchers with eMarketer analysis to provide
the information you need to make smart, accurate business decisions.
TABLE OF CONTENTS
Executive Summary
- US B2B Online Advertising Spending, 2006-2011 (billions)
- Key Questions
The eMarketer View
- Key eMarketer Numbers - B2B Online Marketing
- US B2B and B2C E-Commerce*, 2004 & 2005 (billions)
The Changing Marketing Mix
- Comparative Estimates: US B2B Online Advertising Spending, 2006-2011
(billions)
- Select Online Marketing Aspects or Tactics on which US B2B Marketers Plan
to Increase Marketing Budget Spending Next Year, November-December 2007 (% of
respondents)
- The Media Mix
- US B2B Advertising Spending, by Media, 2005 & 2006 (millions and %
change)
- US B2B Advertising Spending, by Media, 2005 & 2006 (millions and % of
total)
- US Online Advertising Impressions, by Industry and Format, May 2007
(millions)
- Search and the Sales Funnel
- Percent of Online Marketing Budget of US B2B Technology Marketers that
Is Spent on Search Engine Marketing (SEM) Programs, April 2007 (% of
respondents)
- Primary Reason that US B2B Marketers Are Not Conducting Search Engine
Marketing (SEM) Programs, April 2007 (% of respondents)
- Search Engine Preferred by B2B Professionals in North America, March
2007 (% of respondents)
- Type of Web Site Used for Initial Research for Product/Service Purchases
by B2B Professionals in North America Who Researched Online, March 2007 (%
of respondents)
- Method excluding Search Engines Used for Initial Research for
Product/Service Purchases by B2B Professionals in North America Who
Researched Online, March 2007 (% of respondents)
- Typical Keyword Search Method Used by US B2B Technology Buyers When
Using Major Search Engines to Locate Technology Information or Content*,
April 2007 (% of respondents)
- B2B and B2C Global Companies that Use Multilingual Keyword
Advertisements or Similar Services, 2007 (% of respondents)
- Number of Search Result Pages that US B2B Technology Buyers Scan* When
Using Major Search Engines to Locate Technology Information or Content**,
April 2007 (% of respondents)
- Intent of B2B Professionals in North America Who Researched
Product/Service Purchases Online via Search Engines, March 2007 (% of
respondents)
- Type of Web Site Used for Initial Research for Product/Service Purchases
by B2B Professionals in North America Who Researched Online, by Phase, March
2007 (% of respondents)
- Most Influental Factors on Product/Service Purchases by B2B
Professionals in North America, March 2007 (ranking on a scale of 0-7)
- Most Influental Online Factors on Product/Service Purchases by B2B
Professionals in North America, March 2007 (ranking on a scale of 0-7)
Online Marketing Trends and Tactics
- Marketers Spend Close to Home
- Select Online Marketing Aspects or Tactics on which US B2B Marketers
Plan to Increase Marketing Budget Spending Next Year, November-December 2007
(% of respondents)
- Effective New Media Platforms Used by Marketers at US B2B and B2C
Companies, June 2007 (% of respondents in each group)
- Digital B2B Media Tactics that US B2B Marketers Used in the Past Year,
2007 (% of respondents)
- Digital B2B Media Tactics that US B2B Marketers Are Likely to Consider
Using in the Next Two Years, 2007 (% of respondents)
- Marketing Goals that Companies Worldwide Are Trying to Achieve Using
Select Online Marketing Tactics, July 2007 (% of respondents*)
- Decision-Makers Listen to Others
- Influences on Work-Related Purchases of US Business Decision-Makers,
April 2007 (% of respondents)
- Types of Word-of-Mouth Conversations in which Business Decision-Makers
in the US Have Participated, June 2006-January 2007 (% of total)
- Primary Method Used by US Adults* to Spread Word-of-Mouth, by Age,
October 2006-April 2007 (% of respondents)
- Average Number of Brands that US Business Executives and the Total
Public Discuss per Week, June-November 2006
- Most Effective* B2B Media Used by US B2B Decision-Makers, 2007 (% of
respondents)
- Select Sources from which US Small-Business Owners Receive Advice about
Technology, 2007 (% of respondents)
- Use of Traditional B2B Media that US B2B Decision-Makers Will Increase*
in the Next Two Years, 2007 (% of respondents)
- Use of Select Digital and/or Traditional B2B Media that US B2B
Decision-Makers vs. B2B Marketers Will Increase* in the Next Two Years, 2007
(% of respondents in each group)
- Key Factors in Purchase Decisions among B2B Professionals in North
America, March 2007 (ranking on a scale of 0-7)
Social Media in the Workplace
- Digital B2B Media Activites that US B2B Decision-Makers Have Used or
Considered Using in the Past Year, 2007 (% of respondents)
- Use of Digital B2B Media that US B2B Decision-Makers Will Increase* in the
Next Two Years, 2007 (% of respondents)
- Attitudes of US IT and Business Decision-Makers toward Social Media* Web
Sites, February-March 2007 (% of respondents)
- Social Media Marketing Applications Used by US Businesses, September 2007
(% of respondents)
- Social Media Marketing Applications that US Businesses Will Use Next Year,
September 2007 (% of respondents)
- Methods by which US Businesses Measure ROI for Social Media Marketing
Spending, September 2007 (% of respondents)
- ROI for Social Media Marketing Spending by US Businesses, September 2007
(% of respondents)
- Social Networks
- US Adult Online Social Network Users, 2006-2011 (millions and % of adult
Internet users)
- Top 10 Social Network and Community Web Sites in the US, Ranked by
Unique Visitors, November 2006 & November 2007 (thousands and % change)
- US Social Networking Users Who Use Two Social Networking Sites,
September 2007 (% of unique visitors*)
- Reasons that Internet Users Worldwide Use Social Networking Sites, 2007
(% of respondents)
- Online Employees Worldwide Whose Companies Block Access to Facebook,
July-August 2007 (% of respondents)
- Online Employees Worldwide Who Are Concerned that Colleagues and Other
Employees Are Sharing Too Much Information on Facebook, August 2007 (% of
respondents)
- Blogs and Wikis
- Reasons that US Internet Users Typically Read Blogs for Work,
November-December 2006 (% of respondents)
- Reasons that US IT Decision-Makers Seek and View IT Blogs, Q2 2007 (% of
respondents)
- Number of IT Blogs Viewed by US IT Decision-Makers in the Last Three
Months, Q2 2007 (% of respondents)
- Reasons that US IT Decision-Makers Seek and View IT Wikis, Q2 2007 (% of
respondents)
- Number of IT Wikis Viewed by US IT Decision-Makers in the Last Three
Months, Q2 2007 (% of respondents)
The At-Work Network
- US Internet Users, by Access Location, May 2006 & May 2007 (thousands and
% increase vs. prior year)
- Primary Internet Access Location Used by US Adult Internet Users, November
2007 (% of respondents)
- Media Reach at Work among US Consumers, 2006 (% of respondents)
- Online Activities of US Home Internet Users, by Access Technology,
February-March 2007 (% of respondents)
- Average Web Usage in the US among At-Work Internet Users, January-November
2007
- Average Time Spent Online By US Internet Users, by Access Location in May
2007 (hours:minutes)
- Online Activities Done While at Work according to US Adult Internet Users,
by Gender, November 2007 (% of respondents in each group)
- Types of Web Sites Accessed on Work PCs by US At-Work Internet Users, June
2007 (% of respondents)
Related Information and Links
- Related Links
- Contact
- Report Contributors
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