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Online Advertising Form of promotion that uses the Internet and World Wide Web for the expressed purpose of delivering marketing messages to attract customers. An effective, functional, and user-friendly corporate website is the foundation on which successful online promotion is built. To fully exploit sales opportunities, the website should also provide company contact information and e- commerce options. Three key elements contributing to the success of online media are immediacy, accessibility, and accountability.
TRADITIONAL METHODS OF B2B ADVERTISING Print advertisements: Delivers a perception of value and brand quality to a highly qualified audience. More permanent and accessible than online advertisements. Allowing brand messages to benefit from a longer lifecycle.
TRADITIONAL METHODS OF B2B ADVERTISING 2. Vertical and general search engines: More than 90 percent of engineers and technical buyers use search engines . Business vertical and sub vertical search engines such as Business.com®, GlobalSpec, and ThomasNet® are available.
TRADITIONAL METHODS OF B2B ADVERTISING 3. E-mail: Cannibalized 13 percent of traditional direct mail revenues between 1999 and 2005. E-mail professionals can ensure that e-mails are targeted to the right audience and can optimize the legitimacy and delivery of bulk e-mails.
TRADITIONAL METHODS OF B2B ADVERTISING 4. Webcasts and webinars: Webcast is a media file distributed over the Internet using streaming media technology to distribute a single content source to many simultaneous listeners/viewers. Webinar is a neologism to describe a specific type of web conference. It is typically one-way,from the speaker to the audience with limited audience interaction Provide high brand visibility to a targeted audience
TRADITIONAL METHODS OF B2B ADVERTISING 5. Rich-media online advertisements on trade websites with links to company website: Online ads alone can increase customer conversions by 10 percent, and by significantly more when combined with traditional media campaigns.
TRADITIONAL METHODS OF B2B ADVERTISING 6. Corporate website: The most effective websites capture lead information, provide feedback within 24 hours, and offer downloads of white papers, articles, event invitations, relevant links, etc.
TRADITIONAL METHODS OF B2B ADVERTISING 7. White paper programs supported by online promotions: Print display ads featuring a call-to-action that targets upper-management decision makers generate less than 1 percent of white paper downloads; the other 99 percent is from online ads.
TRADITIONAL METHODS OF B2B ADVERTISING 8. Case studies available for online download: A simple, low-cost way to increase the visibility of the successes to a potentially vast audience. Custom publishing can also be effective as a customer direct marketing tool.
TRADITIONAL METHODS OF B2B ADVERTISING 9. Strong product PR presence in print and online: The synergistic effect of maintaining a strong product PR presence in print as well as online will produce better results than a single-media strategy.
TRADITIONAL METHODS OF B2B ADVERTISING 10. Custom magazines mailed to registration-generated in-house list: Custom published magazines, newsletters, and white papers are projected to show an increase in buyer influence in the next five years, accounting for 34.0 percent of aggregate advertising influence.
Online B2B Marketplace in India Source: Industry Sources and EstatsIndia Calculations
NEED FOR STRONG ONLINE PRESENCE IN B2B There are five main reasons – They allow companies to effectively compete for their prospect’s business. Companies can set up their own advertising budget and limit the risk involved. Companies can easily measure their results. Companies can be pre-qualified before using these advertising methods in order to save their business costs. These advertising methods allow companies to take advantage of previous investments.
CURRENT USAGE OF ONLINE ADVERTISING IN B2B Facebook LinkedIn Career Sites Specialty Sites Behavioral Targeting Blogs Search Engine Marketing Content Networks Placement Networks
TRENDS IN B2B ADVERTISING 1. B2B = B2P Business to Business is now Business to People. 67%of C-Suite execs consider the internet their primary source of information. 90%of industrial buyers go online for info on products and services. 58%of business decision makers consider online video important in their decision making process.
TRENDS IN B2B ADVERTISING 2. No Media is an island- The Business will be left alone if it tend to ignore the newer forms of media viz. social media, web 3.0 etc. 3. Be ‘Always ON’ -‘Always ON customers’ = ‘Just in Time’ Service 4. Atomize and Distribute- Build Mountains of Content and Bring the Mountain to the customer. 5. Implement Finer Ad Targeting- Place Ads at relevant places by targeting them finely.
TRENDS IN B2B ADVERTISING 6. Give customer the opportunity to choose you- This is to be done by efficient usage of RSS feeds which provide both choice and control. 7. Make Video Centrepiece of the online strategy- The business is already taking place on Youtube. 8. Tap into the value of online communities. 9. Online communities are the top influencers in B2B Research Phase. 10. Measure, Plan and Optimize. 11. Make the customer a Co-Creator. 12. Make use of search trends to test Ad concepts and seek qualitative signals.
Usage of applications of internet among B2B Marketplace Source: IAMAI-EstatsIndia Survey 2008
FUTURE SCOPE OF B2B ONLINE ADVERTISING Search advertising A method of placing online advertisements on Web pages that show results from search engine queries. Search advertisements are targeted to match key search terms (called keywords) entered on search engines.
FUTURE SCOPE OF B2B ONLINE ADVERTISING 2. Blog Advertisement Online advertising offers three primary types of ads bloggers can use to make money from their blogs. Pay-per-click: The advertiser pays the blogger each time someone clicks on the advertiser's ad. Pay-per-impression: The advertiser pays the blogger each time the ad appears on the blog's page. Pay-per-action: The advertiser pays the blogger each time someone clicks on the ad and performs an action such as making a purchase
FUTURE SCOPE OF B2B ONLINE ADVERTISING 3. Contextual Ads: Pay-per-click ads. Delivered based on the content of the page on the blog where the ads will be displayed.
FUTURE SCOPE OF B2B ONLINE ADVERTISING 4. Text Link Ads: Ads that are not served based on the content of a blog's page but rather are placed based on specific text in the posts of a blog. E.g. Text Link Brokers and Text-Link-Ads
FUTURE SCOPE OF B2B ONLINE ADVERTISING 5. Impression-Based Ads: Ads that pay bloggers based on the number of times the ad appears on the blog are called impression based ads. FastClick and Tribal Fusion are examples of impression-based advertising opportunities.
FUTURE SCOPE OF B2B ONLINE ADVERTISING 6. Affiliate Ads: Give bloggers a choice of programs to provide links to products. Bloggers are paid when someone purchases the advertised product. Amazon Associates and eBay Affiliates are examples of affiliate advertising programs.
FUTURE SCOPE OF B2B ONLINE ADVERTISING 7. Direct Ads: Shown in the form of banner ads or similar display ads provided directly to the blogger by the advertiser to be uploaded to the blog. Direct advertisers on blogs are sometimes called sponsors of that blog. e.g. Whitney Woods.
FUTURE SCOPE OF B2B ONLINE ADVERTISING 8. Reviews: Reviews (often called sponsored reviews) are an indirect form of advertising on blogs. Company might contact a blogger directly asking them to write a review for a product, business, website, etc.
FUTURE SCOPE OF B2B ONLINE ADVERTISING 9. Podcast A podcast is a series of digital media files (either audio or video) that are released episodically and downloaded through web syndication. Its a free of cost medium. Just create video or audio file just put on either social sites or youtube or any site. Reach will be higher. It can be a touch point for new customer.
India’s International B2B Suppliers Destinations Source: Computed from DGCI & Survey data
Online B2B adoption rates Industry-wise Source: Computed from 10th 5 Year Plan, IT Sector 2002-07, Department of Information Technology, Govt. of India, New Delhi
Research Methodology RESPONDENTS: AmarnathPingalay, TBWA India. VimalParthasarathy, Dentsu Communications.
Finding from the Survey What medium of advertising do they usually use? Corporate sales brochures Print medium (tenders) OOH Direct mail Dynamic catalogues Listings in the different B2B directories www.made-from-india.com www.indiamart.com www.indiamarkets.com eg. OEMs generally look for bulk sales and advertising of products in these sites. More than looking for new clients, they try to maintain their relationship with existing clients. Most new clients are acquired through referrals of existing clients The term PR will be more apt than advertising for B2B on the online scenario.
Finding from the Survey (Contd…) What is the objective of online advertising in B2B? PR Talent acquisition Corporate brand building Maintaining Shareholder trust Communicating company values
Findings from the Survey (Contd…) How to go about selecting a particular website for the ads? They refer to the websites giving customer insights viz. Google Analytics, Alexa, Vizisense etc. to find out the segmentation parameters. Thereafter they try to find out the the group of of websites with whom they already have affiliation (affiliate marketing) Then with other important websites they try to strike a deal. Finally on the basis of allocated budget they make some Media Planning and start the campaign Afterwards, the response and effectiveness of the campaign is measured depending upon which they continue the campaign on that very website or start the campaign in an alternative website.
CONCLUSION World of advertising is seeing new trends. With the growing penetration of the internet, online media is the way to be for B2B Advertising. And the value of creating a two way communication channel between the company and its customers is too great to ignore any longer.
Final Words… The online advertising scenario is still in its nascent state with very little amount of budget allocated to online B2B marketing. And the trends do not show any real tendency of changing in the near future as far as the Indian context is concerned.