SOURCE: eMarketer

November 14, 2006 09:00 ET

As B2B Online Marketing Grows, Marketers Fail to Use Full Potential

New eMarketer Report Says Just Shifting Dollars From Print to Online Isn't Enough

NEW YORK, NY -- (MARKET WIRE) -- November 14, 2006 --Business-to-business advertisers who long favored print publications as the top media channel are increasingly shifting dollars to online advertising venues. B2B advertisers increased online ad spending 26.9% to reach nearly $2 billion this year, according to Veronis Suhler Stevenson. Spending on B2B print publications, meanwhile, is expected to inch forward just 2% this year, down from 4% in 2005. Online spending is expected to continue to grow at a double-digit rate through the decade.

One factor in this growth is B2B marketers' greater emphasis on accountability and return on investment, according to eMarketer's latest report, B2B Marketing Online: Trends and Tactics. For this reason, search engine marketing and e-mail are expected to make the greatest inroads because they deliver the best ROI online, according to the American Advertising Federation.

However, using the Internet efficiently and effectively is still a challenge for many business marketers, data shows. Not only is bad Web site design a big problem, but too much emphasis is placed on customer acquisition and lead generation rather than developing better metrics and customer retention, which carries a far lower cost and greater return than acquiring new customers does.

"These marketers are missing the big picture," says Lisa Phillips, senior analyst and author of the report. "Unless they focus on the analysis, measurement, follow-up and qualification data, their major objectives will not be accomplished."

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