• eMarketer, Tuesday, November 29, 2005 12:45 PM

Online marketing tactics are beginning to play a key role in a growing number of business-to-business marketing strategies. A new survey reveals that almost half of the B2B respondents went online this year. The survey was conducted by Forrester Research for American Business Media (ABM) and included interviews with 867 B2B marketers from several industries. In an indication of the importance of online, the respondents reported that the Web will soon surpass direct mail and general business magazines as an effective communications vehicle. The B2B marketing spending pie is cut into many pieces, with events, direct mail and trade magazine--three of the most effective marketing tools as reported by respondents--only getting 15 percent, 9 percent and 7 percent, respectively. Online marketing and building and maintaining a company Web site together accounted for 21 percent of marketing budgets.

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