BtoB Marketing: digital skills, social networks & websites are increasingly becoming key elements within the marketing industry

Friday, March 18, 2016

According to a recent analysis, a company’s website, public relations, Seo & Sem, online advertising and email marketing are the most effective marketing tools for businesses. On the contrary, results are less successful in terms of ROI for mobile marketing, online events and video marketing, which prove to be less utilized tools within the marketing team.

The designated marketing budget within businesses, according to interviews, will increase in the next two to three years for 61% of people surveyed, while 20% state it will remain unvaried and only 3% state it will decrease. The major business investments in terms of marketing will be allocated, in the next couple of years, to the company’s website (for 59% of people interviewed), to web marketing (58%), to online advertising (56%), to social media (56%), and to Seo & Sem (54%).

On the contrary, less budget will be allocated to advertisement (excluding online), to fairs, to traditional direct marketing and telemarketing, tools considered by companies as not sufficiently strategic for their own business. These results clearly reflect an increased importance attributed by Italian companies to digital tools in the B2B channel.

The aforementioned results are only some of the main outcomes that have emerged from the fourth Observatory on BtoB Marketing in Italy, discussed at the BtoB Marketing Forum, the main event in Italy dedicated to B2B experts promoted by CRIBIS D&B, AISM and Magnews. The main objective of the analysis is to evaluate the most effective marketing tools in the B2B market, taking into consideration different issues, such as the organizational structure and marketing staff composition in B2B companies; the objectives and metrics of evaluation; budget entries and ROI, the main tools used and future prospects.

Sign up to the CRIBIS Community and download for free the results of the Observatory!

Back to Top