The importance of online marketing in B2B companies is increasing significantly

Business-to-Business (B2B) companies want to strengthen their online marketing activities in the next two to three years. This is the result of the nationwide empirical study “Online Marketing in B2B Business” conducted by the PFH Private University of Göttingen at the end of 2013. But only about a third of the surveyed B2B companies already attach very high or high importance to online marketing activities today. “It is noticeable that only a small part of the surveyed B2B companies have fully recognized the importance and opportunities of online marketing,” summarizes Dr. Hans-Christian Riekhof, Professor of General Business Administration, especially International Marketing at the PFH and responsible for conducting the study, the survey results.

The study conducted by PFH Göttingen at the end of 2013 across all sectors examines the state of online marketing in the B2B sector and aims to gain insight into the practice of online marketing in B2B business. The study results show that almost 60 percent of B2B companies currently attach only medium to very low importance to online marketing. This is also reflected in the budgets: In almost 60 percent of the surveyed companies, less than ten percent of the total marketing budget is spent on online marketing.

Customer needs not analyzed

Over 80 percent of companies do not know exactly what their customers’ requirements are in terms of online marketing because they have not or only partially systematically analyzed their expectations and needs. More than half of the surveyed companies do not have clear responsibilities for online marketing. An evaluation according to personnel resources shows that primarily the automotive and IT/telecommunications industry as well as financial service providers, banks and insurers are professionally positioned in online marketing.

Interactive channels are rarely used

Classic measures such as website, e-mail newsletter and search engine marketing are established at a high level in B2B business. Of all measures, e-mail newsletters take the top spot with 78 percent. However, interactive channels are generally used little: Although more than half of the surveyed companies present their products multimedia, but interactive elements of websites such as price calculators, online surveys or product configurators end up in the last places. “Companies thus miss opportunities to further develop the direct customer dialogue professionally,” says Riekhof.

Success measurement inadequate

Success measurement is still inadequate, B2B companies only use a few key figures to evaluate online activities. A quarter of the surveyed companies almost completely forego success measurement. 65 percent of the surveyed B2B companies measure the number of visitors to the website per month, just 40 percent measure the average length of time visitors spend on the website. “Here clear chances for gaining knowledge are missed – and also for factors for measuring success, in order to secure and justify appropriate budgets,” says Professor Hans-Christian Riekhof.

Strategic orientation necessary

The study shows that a significant increase in the importance of online marketing in the B2B sector can be expected in the next two to three years. So far, however, the budgets do not match the importance that online communication already has today. “Society and thus also companies are in the midst of digital transformation. Anyone who wants to be successful must strategically deal with this development,” Riekhof is convinced.

A summary of the study is available for download on the Internet at www.pfh.de/hochschule/forschung/forschungspapiere.

Here you can find the publications in the trade press:

www.new-business.de
www.absatzwirtschaft.de
www.marconomy.de
www.elektronikpraxis.de
www.pubiz.de
www.haufe.de
www.markenartikel-magazin.de