B2B Digital Marketing Trend

According to a study conducted by the Content Marketing Institute, an increasing number of B2B companies now rely on digital marketing; especially content marketing to reach out to customers. Here are some interesting statistics from the study

Factor Representation
Content marketing as % of marketing budget (2012) 33%
Content marketing as % of marketing budget (2011) 26%
% marketers planning an increase in 2013 54%
Number of B2B marketers using content marketing 91%
Average number of content marketing tactics 12

Distribution of Content marketing Usage

Tactic used Usage (in %)
Social media (non-blog) 87%
Website articles 83%
eNewsletters 78%
Blogs 77%
Case studies 71%
Videos 70%
Articles on other websites 70%
In-person events 69%
White papers 61%
Webinars/Webcasts 59%
Research reports 44%
Microsites 40%
Infographics 38%
Branded content tools 38%
Mobile content 33%
eBooks 32%
Print magazines 31%
Books 29%
Virtual conferences 28%
Podcasts 27%
Licensed/syndicated content 26%
Mobile apps 26%
Digital magazines 25%
Print newsletters 24%
Annual reports 20%
Games/Gamification 11%

So as you can see, besides a few offline strategies, a majority of them are online. This is despite the fact that a good percentage of B2B leads still come from offline means. One of the primary reasons for marketers to still deploy digital marketing is to create better buzz for their offline events like trade shows. Trade show exhibitors are now regularly known to create greater buzz for their trade show booths through social media for increased leads and conversions.

Popularity of Social Media Among B2B Marketers

The study of the B2B marketers showed the following distribution in interest among the various social media channels.

Social media Popularity
LinkedIn 83%
Twitter 80%
Facebook 80%
YouTube 61%
Google+ 39%
Pinterest 26%
Slideshare 23%
Vimeo 12%
Flickr 10%
StumbleUpon 10%
FourSquare 8%
Instagram 7%
Tumblr 7%
Quora 6%

Classification of B2B Industries Using Social Media

It would be interesting to study the industries that these B2B industries that use social media fall in. According to the CMI study, this is how the classification stands:

Industry Share of the pie
Advertising/Marketing 25%
Consulting 12%
Software 12%
Manufacturing 6%
Online services 6%
Publishing/media 5%
Business services 5%
Healthcare/Medical 4%
Banking/Accounting 3%
Other 22%

Smartphone OS Ad Requests Growth Statistics

Millennia media has published its latest report that looks into the media consumption among various smartphone users by way of the number of ad requests noted from each of these platforms. According to the report, the Android OS is fast playing catch up to the iPhone OS looking at the growth in ad requests over the platforms in the past one month (March 2010).

Here is the mobile ad request growth rate published in Millennial Media’s report

Android : 72%
Apple : 20%
RIM : 25%

The study also notes that the iPad ad impressions grew 713% in the first full week that it was available. Not too surprising that.

Largest Video Ad Networks In USA

According to Comscore, 174 million American internet users watched more than 28.1 billion videos in February. This presents a huge opportunity for video ad networks to reach their audience. A study published by TBI research last month concluded that the average CPM rates on video networks are noted between $5 to $15 depending on the type of ad network. The improving targeting measures has helped sites like YouTube finally turn profitable.

Here are the largest video networks that have benefitted from advertising on videos (in terms of potential unique viewers per month)

1. Tremor Media
2. YuMe Video Network
3. Advertising.com Video Network
4. BBE
5. Break Media Network
6. ScanScout Network
7. BrightRoll Video Network
8. SpotXChange Video Ad Network
9. TidalTV
10. Adconian Video Network

Portals Average Ad Revenue Per Unique Visitor

How much money do websites like Google, Yahoo and AOL make on an average against a unique visitor? A recent study published by Experian Hitwise has revealed that Google is the leader in not just the overall advertising revenues and number of unique visitors, but is also the top when it comes to the revenues/visitor number. The study concludes that Google makes nearly double per unique visitor as made by the next biggest in line, Yahoo.

Here are the numbers published in the study (based on revenues and uniques so far in 2010)

Google : $52.50
Yahoo : $22.16
AOL : $10.60
Microsoft : $8.33

US Internet Advertising Revenue By Ad-Format

The study of the internet advertising market in the United States conducted by IAB and PWC has concluded that revenues for 2009 have been marginally lower than the numbers recorded for 2008. The internet ad revenues for 2008 was $23.4 billion and it fell 3.4% to $22.7 billion last year.

The biggest contribution is still from search advertising. The search engine market contributed 47% of all revenues in 2009. Here are the break-up of revenues contributed from the different ad formats

Search : $10.698 billion
Display : $7.965 billion
– Banner ads : $5.061 billion
– Rich Media : $1.505 billion
– Digital Video : $1.017 billion
– Sponsorship : $383 million
Classifieds : $2.254 billion
Referrals/Lead : $1.451 billion
Email : $292 million

Marketing Strategies In Digital Marketing Campaigns

What are the most important marketing objectives and strategies that marketers resort to while running a digital marketing campaign? A recent survey by Datran Media looked into the several aspects to draw conclusions.

One of the most striking revelations is that more than three fourths of marketers are looking at targeting as part of their marketing strategies while audience analytics measurement is a critical parameter to ensure that the right audience is being targeted. Here is a ranking of the various strategies that marketers pointed out in the survey

1. Targeting
2. Audience analytics measurement
3. Retention and loyalty campaigns
4. Email list growth
5. Content creation
6. Awareness building campaign
7. Win back former customers
8. Affiliate marketing
9. New target market discovery
10. Building apps for web 2.0

Customer Conversion Rate By Ad Format

It is a well known fact that promotional messages hidden inside actual content actually pay off better than explicit banner or pop-up ads. Without looking into issues relating to ethics over the various forms of advertising, a study from AdFusion looked into the likelihood of consumers to act upon these various advertisements. Interestingly, the ad formats have been increasing in effectiveness over the past year.

Here are the percentages of consumers who have acted upon the promotional messages this year. The corresponding number for 2009 is given within brackets.

Articles including brand info : 53% (51%)
Email Offers : 51% (47%)
Sponsored Search results : 40% (39%)
Banner ads : 28% (25%)
Pop-up ads : 19% (13%)

Average CPM On Display Ads By Ad Segment

The Network Advertising Initiative, in its recent research on conversion rates looked into the conversion rates among the different kinds of ad segments has reported a decent 6.8% conversion rate among behaviorally targeted advertisements. However, these ad units come at a cost. The study also reported on the increased cost of behavioral targeting compared to other online advertising segments like Run of Network or Retargeting.

The study published the CPM rates for the different quarters of 2009 noting the following numbers for the full year.

Run of Network : $1.98
Behavioral Targeting : $4.12
Retargeting : $3.07

Largest Website Publisher Categories For Image-Based Advertising

While text based advertising has been one with high returns on investment for a long time, image advertising too has remained popular, especially among website publishers with generic content. However, websites on topics like Finance too are interested because of the brand awareness that image based advertising is able to create.

Here is a ranking of the website publishers (by category) based on the number of image ad impressions served during the month of February 2010.

1. General Community : 45.6 billion
2. Email : 30.9 billion
3. Portals & Search Engines : 24.2 billion
4. Finance : 10.5 billion
5. General/ National News : 5.9 billion
6. Sports & Recreation : 4.5 billion
7. Entertainment : 4.2 billion
8. Weather : 3.3 billion
9. Local/Regional : 3.3 billion
10. Home & Garden : 2.8 billion

Search Engine Optimization (SEO) : Average Marketing Spend

The Search Engine Marketing Professionals Organization – SEMPO, has released its latest report on the state of SEO among organizations. One of the striking revelations from the study is that a number of companies have been moving their marketing budget away from spending on print advertising, conferences and direct mail into SEO.

The reasons are not difficult to understand. Thanks to the downturn, there has been a renewed focus on the ROI from marketing spends and SEO is undoubtedly one of the marketing areas that is sure to garner the highest ROI.

So how much is being spent on search engine optimization? The SEMPO study on American and Canadian companies reveals the following numbers for 2009. Please do note that this spend includes expenditure on agency, staff and technology costs.

Zero : 9%
$1 – $25K : 39%
$25K – $75K : 22%
$75K – $150K : 14%
$150K – $250K : 6%
$250K – $500K : 4%
$500K – $1 Million : 4%
$1 Million – $3 Million : 2%
> $3 Million : 1%