The Bottom Line for Business: Online

• Posted: Wednesday, November 15, 2006
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• Author: pradhana
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• Filed under: Internet Advertising, Market Survey, Marketing, Online Services

Where is the one place large, medium-size and small enterprises all do business?

Believe it or not, it was not that many years ago that many types of businesses questioned whether or not they should even be online.

Now the question seems so last-century.

"Business-to-business (B2B) marketing has undergone significant changes in the last several years," says Lisa Phillips, eMarketer senior analyst and the author the new B2B Marketing Online: Trends and Tactics report. "Spending on advertising and marketing has regained the momentum lost in 2000 and 2001, and the Internet is causing shifts in advertising and marketing strategies among businesses of all sizes."

Although trade magazines and business publications will maintain a leading share of B2B advertising for the foreseeable future, online spending in the B2B category will hit $2.4 billion next year, up 23.7%, according to Veronis Suhler Stevenson (VSS). Growth rates will increase by double-digit percentages through 2010, while spending on older media, particularly magazines, will decelerate.

"The b-to-b guys have been behind the curve on digital spending, but everyone realizes that their future success — and very survival — depends on adopting integrated marketing online strategies," Tom Kemp of VSS told Media Business magazine.

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