DIGITAL MARKETING: Online advertising - A misunderstood medium?
How B2B brands can harness the power of online advertising and use it to push their brand forward
Until now, B2B marketers have been surprisingly unimaginative when it comes to online advertising. Despite the fact that as much as 93 per cent of the B2B community actively uses the Internet for business purposes on a daily basis, only 39 per cent of B2B companies claim to take advantage of online display advertising to target their customers and only 29 per cent have experimented with online classified ads. This contrasts with 84 per cent that actively use email for marketing to other companies.