MarciaB2B commented on the following stories on BizSugar
Savvy advertisers have known for a long time that banner ads are great for improving brand recognition, but not necessarily direct response (i.e., direct click throughs to buy something). Up to now the belief in value as brand recognition has been gut feel. This study quantifies the value: "Surprisingly, Lewis and Reiley found that users who had seen the retailer's ads (which were not shown more frequently than other ads) wound up spending more than 10 times the ad campaigns' cost to the retailer. That sort of return on investment is way beyond estimates for other media." That is great news for online publishers that have seen the recession eat into ad revenues."
This article makes an important point that B2B businesses often overlook: 5. B2B search marketing efforts have to speak to multiple entities within a business. Unlike B2C purchases, B2B purchases involve different stakeholders within a company. Each stakeholder comes to the site with a different set of expectations. If you aren't speaking to all the possible stakeholders, your message will miss the mark."
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