B2BM MAR 08 – www.b2bm.biz
Marketing IT supplement 09
FIG 1. HOW WOULD YOU DESCRIBE THE FIG 2. IF YOUR MEDIA SPEND IS MIGRATING FIG 4. WHAT DO YOU ANTICIPATE WILL
MARKET FOR YOUR PRODUCTS/SERVICES ONLINE, WHY IS THIS HAPPENING? HAPPEN TO YOUR MARKETING BUDGET
AT THE MOMENT? (% OF YES) IN THE NEXT 12 MONTHS?
OTHER IT IS MORE DECREASE
CHALLENGING BUOYANT IT IS WHAT
APPROPRIATE 3%
OUR AGENCY
FOR TECH
RECOMMENDED
PRODUCTS/
11% 13%
SERVICES
2%
15%
28%
20%
49%
48%
56%
40%
15%
AVERAGE GOOD IT IS GENERALLY
MORE EFFECTIVE IT COSTS LESS REMAIN STATIC GROW
THAN TRADITIONAL MEDIA
By contrast, ‘email using purchased data’
was only used by 49 per cent of respondents,
FIG 3. WHICH OF THE FOLLOWING FORMS OF DIGITAL MEDIA HAVE YOU INVESTED IN?
ranking it the fourth most popular form of
digital media, whilst ‘advertising on third party 80
emails’ was sixth, and used by 28 per cent of
70
respondents. The fact that email features as the
60
first, fourth and sixth most popular digital
media is proof of its popularity and versatility.
50
Not only that, but the survey also 40
highlighted email as highly successful in
30
demonstrating ROI. When asked ‘which digital
20
media do you believe has delivered good ROI?’
the largest group (56 per cent) cited ‘email to
10
in-house database’, whilst the third largest 0
group selected ‘email to purchased data’.
This demonstrates that, despite the hype
surrounding overloading inboxes, spam filters
and image blocking, email remains the most
effective digital technique to reach technology
decision makers.
28%
SAID THE SHIFT WAS BECAUSE DIGITAL MEDIA WAS MORE APPROPRIATE FOR THE
TECHNOLOGY-ORIENTATED PRODUCTS AND SERVICES THAT ARE BEING PROMOTED
There could be a number of reasons why B2B The results relating to ROI are also interesting. For this and if you can
marketing innovation is so behind B2C. One is that example only a quarter of those who have used get a advice that will
much of the media is not relevant to technology podcasts have got a return. Could this down to how help target your
influencers, which could be argued either way in the ROI is classified or are they comparing it to more audiences in the most “
case of social media. Another could be that established forms of media? appropriate manner then CHRIS BAGNALL
creativity is lacking in B2B and that traditional There is some correlation between the surely Client services
agencies are struggling to embrace digital. It could number of respondents who use a media agencies it is worth director, DWA
also be blamed on the budgets available to agencies and the number of who are armed with the talking to
to ‘push the boundaries’ but given the amount spent knowledge to best leverage of all these one.
on DM this is hard to believe. channels. Many media agencies really understand chrisb@dwamedia.com
Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16