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B2B Insights highlights trends and technologies influencing the business–to–business marketing community.
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B2B Bytes
Research and stats |
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C-level execs take to the Internet
The Business Elite Study of over 2,000 top business executives revealed they’re doing more online, with 68% downloading videos or clips received from e-newsletters or by surfing the Web. But they haven’t abandoned print. Almost half said “the Internet has made little difference in their reading of business publications.”
Godfrey Media Director Stacy Whisel blogs about this article in her latest posting. Read her insights and share yours.
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Customer satisfaction is the missing metric
Search, e-mail, and online advertising are the most measured marketing channels, according to an eMetrics Marketing Optimization Summit poll. Customer satisfaction falls by the wayside, even though it could bring a significant competitive advantage to those Web marketers who embrace it.
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Marketing analytics—what’s your strategy?
While 700 surveyed companies and agencies are taking advantage of web analytics, only 18% align the results with their business objectives. Companies are failing to develop a strategy to tie web analytics data to business decision making.
It’s easy to lose focus of the big picture when marketers have to devote so much time to exploring new media channels and technologies. In his latest blog posting, Godfrey Executive VP Russ Green talks about the changing marketing landscape.
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B2B Briefs
News and commentary |
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Back button takes back seat
Hypertext links are still the top used web feature, but the back button has moved from second to third place. Clicking buttons on the web page comes in second. Why? A new study, “Not Quite the Average: An Empirical Study of Web Use,” cites the popularity of web applications with buttons to activate functionality as the reason.
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Optimizing your Web content
The key to a successfully optimized site lies in your keywords. Ideally, one person should be dedicated to determining the best phrases and keywords for each particular page of your web site.
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Consumer–generated content — Here to stay, but does it pay?
CGC is not a fad. eMarketer projects 108 million content creators and 130 million content consumers by 2012. But are these blogs, videos, and sharing sites revenue generators for B-to-B marketers?
It’s all about the content. If it’s controlled and valuable, there’s a lure, but an expert touch makes the difference. Newsweek talks about the swing back to professionals in "Revenge of the Experts."
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Three questions to ask before making an appearance on YouTube.
Just because something is popular, it doesn't mean it works for your audience. Ask yourself, "Where are your buyers going for information? What’s your competition doing? How are your buyers participating with user-generated content?"
Are b-to-b marketers creating user-generated content? View our B2B Ballot Results.
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Read Godfrey's white paper -
B-to-B branding: Consumer models need not apply (105 KB PDF)
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Godfrey provides full-service, integrated business-to-business branding and marketing communications services.
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