B2B sector told to up Web spend

Business-to-business marketers must increase their spend on their company websites, as decision-makers in UK companies are increasingly looking online for product and service information, according to new research.

But B2B marketers may be able to offset some of the costs involved – 17 per cent of UK business decision-makers have accessed paid content on a B2B website, a much higher level than the UK population as a whole.

According to the UK Association of Online Publishers (AOP), which commissioned the research, one-third of business decision-makers access B2B sites via online advertising. Iain Melville, managing director of Reed Business Information and chair of the AOP’s B2B research group, says that the findings should encourage B2B publishers, agencies and marketers to embrace the Web and “start taking it seriously”.

AOP director Alexandra White says: “The internet has shifted the way that businesses find and use information for work purposes.”

The research was conducted on AOP’s behalf by Ipsos RSL. More than 300 business decision-makers were surveyed about their online usage, and the quantitative data was backed up by qualitative interviews with the leading B2B strategic media planning agencies.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here