Plus d'un tiers des budgets du marketing B2B consacrés au marketing Internet
November 10, 2009
L'enquête B2B Magazine a révélé que le pourcentage moyen du budget marketing B2B consacré au marketing Internet l'année prochaine sera de 33,8%, contre 26,5% en 2007. Parmi les domaines du marketing Web, qui verront des augmentations de budgets l'année prochaine on retrouve:
-
La conception de site Web (citée par 74,0% des responsables marketing B2B)
-
Courriel (70,1%)
-
Marketing sur moteur de recherche (64,3%)
-
Vidéo (39,5%)
-
La diffusion sur le Web (39,1%)
-
Bannières (36,4%)
-
Commandites (29,6%)
-
Médias sociaux (26,2%)
Des 19,8% des responsables marketing B2B qui utilisent actuellement les médias sociaux:
- 53,8% les utilisent pour le leadership
- 40,4% pour les commentaires de clients
- 30,8% pour les études de marché
- 28,8% pour la publicité
- 26,9% comme un canal de vente
Si vous êtes une entreprise B2B, au moins un tiers de votre budget marketing devrait-être consacré au marketing Internet.
Si votre modèle d'affaires fait en sorte qu'une grande partie de votre acquisition de clients passe par le Web, c'est plus d'un tiers de votre budget marketing qui devrait-être consacré au marketing Internet.
http://www.orenoque.com/20071219196/marketing-internet/des-donnees-sur-les-budgets-du-marketing-b2b-en-ligne-pour-2008.html
Small programs with big impacts
November 10, 2009
Marketers that have retained their budgets for digital media are still experimenting—from video and user-generated content to games By Karen J. Bannan
Online marketing continues to be a relatively bright spot. Even in today's depressed economy, companies that have retreated from traditional media continue to fund their digital initiatives, or at least protect these programs from significant cutbacks.
Take search and online display advertising as examples. According to “IAB Internet Advertising Revenue Report” for the first half of 2009, which was released on Oct. 5 by the Interactive Advertising Bureau (IAB) and PricewaterhouseCoopers, search advertising is actually up slightly year-over-year. And display advertising, although down 1.1%, is faring far better than many traditional advertising venues.
“The eyeballs are continuing to shift online, and they are shifting away from traditional media,” said David Silverman, a partner at PricewaterhouseCoopers. “Grabbing eyeballs is not that simple, though. Marketers must work to stand out.”
Going small may be a good way to do so, said Jonathan Rosoff, Senior VP-managing director at interactive agency Razorfish. While b-to-b marketers have always known that they need to segment their marketing efforts, today's crowded market means the message going out has to be extremely on-target, he said. “This is something we think about a lot: ideas around how do you get smaller, how do you provide more micro-events or smaller meet-ups through online conversations.”
Two other objectives, Rosoff said, are to make sure you reach people where they are and make it easy for them to talk back to you. Moreover, those places and feedback methods change over time, said Jeff Whatcott, senior VP-marketing for online video platform provider Brightcove.
|
VIDEO, MOBILE CONNECTIONS
Video is helping marketers reach more prospects with its ability to grab viewers, Whatcott said. Last July, Sun Microsystems, a Brightcove client, rolled out an entire video library as a marketing tool. Today, the microsite has more than 2,000 videos, as well as 700 demonstrations and tours, and is helping Sun's message go viral.
“Customers and partners can share the video, and there's an app for the iPhone so people can share them via mobile as well,” Whatcott said. And, since the videos have embedded overlays with built-in calls to action, the more people who use the videos in their blogs, the better.
Late last year, Microsoft Corp. employed a similar strategy in a new campaign designed to boost awareness of, and drive demand for, its Office SharePoint Server. The company tapped a mobile strategy that employed banner ads, a dedicated mobile site, video blogging and online community features. With the support of Ansible, Interpublic Group of Cos.' mobile marketing agency and its sibling shop, MRM Worldwide placed banner ads on a mix of technology and nontechnical sites. When mobile users clicked on the ads, they were taken to the microsite, which included SharePoint tips in the form of video commentary from a popular video blogger. Users could then rate the videos, leave comments or register for more information about the product. The campaign surpassed expectations, said Erin “Mack” McKelvey, VP-marketing at mobile advertising network Millennial Media. The mobile campaign was 11 times more effective than similar, nonmobile campaigns, and resulted in a fourfold increase in completed customer registrations.
The success of the campaign may also be because of the added community feature that allowed users to leave comments. Even though the video blogger was well-known, allowing people to “talk back” added a layer of interactivity that other mobile marketing leaves out.
“You have to be very careful about how you present mobile ads,” said Caroline Dangson, an analyst with IDC. “It's easier to break trust in the mobile environment, so you've got to get it right or don't bother at all.”
|
|
RELEVANCE COUNTS
The relevance of video messages still counts, of course. American Express, with its agency Digitas, Boston, created an ad unit that was targeted at small-business owners. The campaign used video, webinars and other behaviorally targeted, third-party content. The video appeared in a custom syndicated content player that was placed strategically on sites such as fortune.com, nytimes.com and wsj.com. The ad unit garnered a 66% higher average viewing time than the same video placed on American Express' OPENForum.com and drove six times the amount of expected traffic to the site.
It may have done so well because the videos were directly related to the content on a page. So, for example, if someone was reading a story on wsj.com, the custom video player would feature similar content that focused not on selling the American Express OPEN card but on solving a business problem, said David Doty, senior VP-thought leadership and marketing at the IAB. “The videos were interviews with leaders who shed light on what that potential prospect would want to know about,” Doty said. “It wasn't just about American Express. They created an environment for learning.”
Without extremely targeted content, even the most educational messages won't gain traction, said Sandy Carter, VP at IBM Software Group Channels.
Carter knows this firsthand. IBM is using a combination of education and social media to get the word out about two technologies: Service-Oriented Architecture and Business Process Management. Its game, dubbed Innov8, created for IBM by game developer Center Line, has been successful. The most recent version—an online one released in May—lets teams take each other on and post their high scores to their Facebook pages, Carter said. Today, more than 3,000 universities use the game, as well as companies such as Farmers Insurance. But the most impressive stat is its ROI. “The first deal we got based on the game paid for all the game development,” Carter said. M
http://www.btobonline.com/apps/pbcs.dll/article?AID=/20091012/FREE/310129945/1445/FREE
|
|
Previous Articles
|
