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64% of marketers find it difficult to target B2B audiences online

Almost two-thirds of B2B marketers struggle to target B2B audiences through digital advertising.

This is the finding from exclusive research carried out by B2B Marketing, in association with BPA Worldwide. The survey of 199 marketers based in both the UK and US also found 45% said audiences served to them by publishers failed to provide ROI. In addition, a third said publishers fail to deliver the B2B audiences they promise, and 22% said they’re unable to access B2B audiences online.

The survey painted a picture of an immature market with a quarter of firms having purchased digital advertising for less than a year, and a further 25% spending less than 10% of their ad budget online.

Paul Snell, deputy editor at B2B Marketing and author of the report, said: “Even though digital advertising is approaching its 25th anniversary, B2B marketers are yet to fully embrace it. Their primary concerns are they’re not sure if they’re getting ROI or if their ads are reaching their targets. Publishers will need to do a better job of educating marketers about how they’re tackling these issues."

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