Today I had the pleasure of sitting in on the American Marketing Association’s Webinar titled, “B2B Marketing Goes Digital: Trends & Insights on Interactive Marketing.” The Webinar was in panel format and had three contributors: Lisa Arthur (CMO, Aprimo, Inc.), Megan Heuer (research director, SiriusDecisions) and Vida Tamoshunas (senior marketing strategist, SIGMA Marketing Group). I found the Webinar to be extremely informative, and I share some of the highlights below.
According to Heuer, online is the primary inquiry source among consumers with 55 percent in 2009 using it to learn more about a company. She also said that this statistic is expected to grow to 71 percent by 2014.
Interactive spending trends are forecasted to reach $65 billion by 2014. Although, I found a recent Forrester report that predicts this year’s interactive spending to only be $55 billion. Either way, this is a big deal for marketers because total 2009 interactive spending is expected to be around $25 billion. This means the interactive market could very well double in five years.
Lastly, the commentators were asked to discuss cutting edge marketing approaches that are currently realizing results in the digital marketplace. Tamoshunas said that many business to business companies are getting good results from integrating traditional channels with new media. She cited digital’s ability to track performance on the backend as the reason for these positive results. Heuer believes virtual events, such as Webinars, are currently profitable. And Arthur explained that Aprimo has seen a dramatic increase in their organic search engine optimization (SEO) due to the company’s blog.
These are some intriguing statistics and trends. I know our agency would agree with Arthur’s comment about improving organic SEO results by creating a company blog.
What has worked well this year for your company?
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