The Shift from Traditional to Online Marketing: How B2B Companies Can Benefit

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Online advertising spending in the US is expected to grow an additional 23.3% to $39.5 billion this year – pushing it ahead of total spending on traditional marketing forms (eMarketer). What is the reason for this trend? And how does shifting to an online-focused marketing strategy benefit B2B companies?

The difference between Traditional and Online Marketing:

Most Traditional Marketing strategies involve one of four categories: Print (e.g., Yellow Pages ads, Brochures), Broadcast (radio & news), Telephone, and Direct Mail.

Online Marketing strategies involve methods where products and services are marketed through digital networks, such as the internet or mobile phone networks. Types of online marketing include:

  • Online Advertising
  • Search Engine Optimization (SEO)
  • Email Marketing
  • Social Media Marketing
  • Ecommerce

Key B2B Benefits of Online Marketing:

Reduced Cost - Online marketing methods cost 62% less per lead than Traditional Marketing (SEORCHERS). The cost of an online marketing campaign is only a fraction compared to traditional methods such as Yellow Pages marketing and other channels.

Lead Generation –B2B companies can use Online Marketing for lead generation and conversion purposes. For example, using LinkedIn for inbound marketing can increase a firm’s B2B acquisition rate by 65% (SEORCHERS).

Measurability - Online marketing is significantly more measurable in terms of ROI as campaigns can be instantly tracked. The relevant data can be compiled in real-time to determine its effectiveness. With traditional marketing, measuring the ROI can be difficult as there is no definitive way to determine a campaign’s true impact.

Check out SEORCHERS infographic for an interesting visual interpretation on the shift to Online Marketing

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