B2B Advertising Uses Digital Channels to Boost Brands
Category: B2B Ad agencies|b2b advertising agency|business to business advertising|Stevens & Tate
16 Apr 2012It’s easy to make sense of the current digital marketing universe. Marketers are enamored of email marketing as a means to accomplishing most of their goals, including garnering leads and enhancing the company brand, with social media marketing not far behind as a marketer favorite.
According to a new study by BtoB, “Online Marketing: The Next Frontier of Email, Display, Search & Social,” email is used by 88% of marketers surveyed and ranked as their No. 1 form of digital outreach. Social media, used by 80% of companies, ranked No. 2.
While email often is considered a direct marketing tool, marketers are overwhelmingly focused on branding as a competitive differentiator, according to the study: 51% said their brands provide a powerful way to distinguish their companies from their competitors, and 91% said they currently are making an effort to increase the value of their brands online.
Eighty-eight percent said they use email as a branding channel. This finding indicates a marketing disconnect, said Russ Glass, CEO of business targeting and ad network company Bizo Inc., which co-sponsored the study.
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