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Published by: eMarketer
Published: Jan. 1, 2008 - 28 Pages
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
- About eMarketer
- A Trusted Resource
AbstractLast year was the first time trade shows—or “face-to-face” media—surpassed business publications in share of total revenue. The emphasis on socialization—and social media—is growing for digital media, too.
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.
Get Full Details About This Report >>
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