Business Buyers Are Online
The online medium is not merely effective for consumer marketing. "75 percent of U.S. businesses are now buying direct goods and services online," said Jake Winebaum, founder and CEO of search engine Business.com, during his session at the Interactive Advertising Bureau's Advertisers Forum in New York in September.
To this end, he ranked B-to-B marketers' online priorities, the foremost of which is an intuitive and informative Web site. Also important is investment in search, both natural (to rank on algorithm engines such as Google) and paid (to rank on engines such as Overture). While Winebaum feels e-mail marketing and online branding are also important, he ranked them considerably lower.