B2B Marketing Online: Business Meets Social Media

Executive Summary

• US B2B Online Advertising Spending, 2006-2011 (billions)
• Key Questions

The eMarketer View

• Key eMarketer Numbers - B2B Online Marketing
• US B2B and B2C E-Commerce*, 2004 & 2005 (billions)

The Changing Marketing Mix

• Comparative Estimates: US B2B Online Advertising Spending, 2006-2011 (billions)
• Select Online Marketing Aspects or Tactics on which US B2B Marketers Plan to Increase Marketing Budget Spending Next Year, November-December 2007 (% of respondents)
• The Media Mix
  • US B2B Advertising Spending, by Media, 2005 & 2006 (millions and % change)
  • US B2B Advertising Spending, by Media, 2005 & 2006 (millions and % of total)
  • US Online Advertising Impressions, by Industry and Format, May 2007 (millions)
• Search and the Sales Funnel
  • Percent of Online Marketing Budget of US B2B Technology Marketers that Is Spent on Search Engine Marketing (SEM) Programs, April 2007 (% of respondents)
  • Primary Reason that US B2B Marketers Are Not Conducting Search Engine Marketing (SEM) Programs, April 2007 (% of respondents)
  • Search Engine Preferred by B2B Professionals in North America, March 2007 (% of respondents)
  • Type of Web Site Used for Initial Research for Product/Service Purchases by B2B Professionals in North America Who Researched Online, March 2007 (% of respondents)
  • Method excluding Search Engines Used for Initial Research for Product/Service Purchases by B2B Professionals in North America Who Researched Online, March 2007 (% of respondents)
  • Typical Keyword Search Method Used by US B2B Technology Buyers When Using Major Search Engines to Locate Technology Information or Content*, April 2007 (% of respondents)
  • B2B and B2C Global Companies that Use Multilingual Keyword Advertisements or Similar Services, 2007 (% of respondents)
  • Number of Search Result Pages that US B2B Technology Buyers Scan* When Using Major Search Engines to Locate Technology Information or Content**, April 2007 (% of respondents)
  • Intent of B2B Professionals in North America Who Researched Product/Service Purchases Online via Search Engines, March 2007 (% of respondents)
  • Type of Web Site Used for Initial Research for Product/Service Purchases by B2B Professionals in North America Who Researched Online, by Phase, March 2007 (% of respondents)
  • Most Influental Factors on Product/Service Purchases by B2B Professionals in North America, March 2007 (ranking on a scale of 0-7)
  • Most Influental Online Factors on Product/Service Purchases by B2B Professionals in North America, March 2007 (ranking on a scale of 0-7)

Online Marketing Trends and Tactics

• Marketers Spend Close to Home
  • Select Online Marketing Aspects or Tactics on which US B2B Marketers Plan to Increase Marketing Budget Spending Next Year, November-December 2007 (% of respondents)
  • Effective New Media Platforms Used by Marketers at US B2B and B2C Companies, June 2007 (% of respondents in each group)
  • Digital B2B Media Tactics that US B2B Marketers Used in the Past Year, 2007 (% of respondents)
  • Digital B2B Media Tactics that US B2B Marketers Are Likely to Consider Using in the Next Two Years, 2007 (% of respondents)
  • Marketing Goals that Companies Worldwide Are Trying to Achieve Using Select Online Marketing Tactics, July 2007 (% of respondents*)
• Decision-Makers Listen to Others
  • Influences on Work-Related Purchases of US Business Decision-Makers, April 2007 (% of respondents)
  • Types of Word-of-Mouth Conversations in which Business Decision-Makers in the US Have Participated, June 2006-January 2007 (% of total)
  • Primary Method Used by US Adults* to Spread Word-of-Mouth, by Age, October 2006-April 2007 (% of respondents)
  • Average Number of Brands that US Business Executives and the Total Public Discuss per Week, June-November 2006
  • Most Effective* B2B Media Used by US B2B Decision-Makers, 2007 (% of respondents)
  • Select Sources from which US Small-Business Owners Receive Advice about Technology, 2007 (% of respondents)
  • Use of Traditional B2B Media that US B2B Decision-Makers Will Increase* in the Next Two Years, 2007 (% of respondents)
  • Use of Select Digital and/or Traditional B2B Media that US B2B Decision-Makers vs. B2B Marketers Will Increase* in the Next Two Years, 2007 (% of respondents in each group)
  • Key Factors in Purchase Decisions among B2B Professionals in North America, March 2007 (ranking on a scale of 0-7)

Social Media in the Workplace

• Digital B2B Media Activites that US B2B Decision-Makers Have Used or Considered Using in the Past Year, 2007 (% of respondents)
• Use of Digital B2B Media that US B2B Decision-Makers Will Increase* in the Next Two Years, 2007 (% of respondents)
• Attitudes of US IT and Business Decision-Makers toward Social Media* Web Sites, February-March 2007 (% of respondents)
• Social Media Marketing Applications Used by US Businesses, September 2007 (% of respondents)
• Social Media Marketing Applications that US Businesses Will Use Next Year, September 2007 (% of respondents)
• Methods by which US Businesses Measure ROI for Social Media Marketing Spending, September 2007 (% of respondents)
• ROI for Social Media Marketing Spending by US Businesses, September 2007 (% of respondents)
• Social Networks
  • US Adult Online Social Network Users, 2006-2011 (millions and % of adult Internet users)
  • Top 10 Social Network and Community Web Sites in the US, Ranked by Unique Visitors, November 2006 & November 2007 (thousands and % change)
  • US Social Networking Users Who Use Two Social Networking Sites, September 2007 (% of unique visitors*)
  • Reasons that Internet Users Worldwide Use Social Networking Sites, 2007 (% of respondents)
  • Online Employees Worldwide Whose Companies Block Access to Facebook, July-August 2007 (% of respondents)
  • Online Employees Worldwide Who Are Concerned that Colleagues and Other Employees Are Sharing Too Much Information on Facebook, August 2007 (% of respondents)
• Blogs and Wikis
  • Reasons that US Internet Users Typically Read Blogs for Work, November-December 2006 (% of respondents)
  • Reasons that US IT Decision-Makers Seek and View IT Blogs, Q2 2007 (% of respondents)
  • Number of IT Blogs Viewed by US IT Decision-Makers in the Last Three Months, Q2 2007 (% of respondents)
  • Reasons that US IT Decision-Makers Seek and View IT Wikis, Q2 2007 (% of respondents)
  • Number of IT Wikis Viewed by US IT Decision-Makers in the Last Three Months, Q2 2007 (% of respondents)

The At-Work Network

• US Internet Users, by Access Location, May 2006 & May 2007 (thousands and % increase vs. prior year)
• Primary Internet Access Location Used by US Adult Internet Users, November 2007 (% of respondents)
• Media Reach at Work among US Consumers, 2006 (% of respondents)
• Online Activities of US Home Internet Users, by Access Technology, February-March 2007 (% of respondents)
• Average Web Usage in the US among At-Work Internet Users, January-November 2007
• Average Time Spent Online By US Internet Users, by Access Location in May 2007 (hours:minutes)
• Online Activities Done While at Work according to US Adult Internet Users, by Gender, November 2007 (% of respondents in each group)
• Types of Web Sites Accessed on Work PCs by US At-Work Internet Users, June 2007 (% of respondents)

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