The importance of online marketing in B2B
Reading January’s edition of B2B marketing magazine (offline isn’t dead yet) it is not surprising to read that websites are the primary B2B information resource. Many of our customers have recognised this for some time and have been investing in their online marketing accordingly.
The article cited research conducted by the Association of Online Publishers (AOP). The study claims that 97 per cent of business decision makers polled cited the web as the ‘most used’ form of media, whilst 60% of respondents regard business websites as ‘essential tools.
With just over 50% of respondents confirming that the Internet is their first port of call in decision making for the purchasing process; it really backs up how important a businesses web presence is.
I was speaking with a partner of ours who specialises in business development. He gave an example of one of his customers who was a regular supplier to a large shipping company with long standing relationships in place. The business didn’t even hear about a relevant tender process until he heard via a competitor’s press release that the competitor had won the business. When he enquired why he didn’t even know the work was up for tender, his contact in the business investigated. It came back that the shortlist to request for tender was drawn up from online research and their company hadn’t featured. It brought it home to the company in question the urgent need to address their lack of investment in their online presence.
Interestingly the research also confirmed the importance of a strong brand, with 74% of respondents indicating they were more likely to trust a website if it is linked to an established source including well known brands and industry bodies.
If you are questioning the importance of online marketing for your business, hopefully these figures will provide some clarity.
