B2B Marketing Online Business Meets Social Media by tls14265

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B2B Marketing Online: Business Meets Social Media

Description:    Last 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…



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



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