Survey: B-to-B Online Marketing to Grow 8 Percent in 2010

A new survey from consulting firm AMR International says business-to-business online marketing was worth $3 billion in 2009 and will grow 8 percent in 2010.

The survey, which will be released in full at the DeSilva & Phillips Dealmakers Summit in New York City on Thursday, attributes the growth to a cyclical rebound and a continued shift from print. However, the study also says publishers aren’t always offering online products that meet marketer’s needs. “There is not enough innovation in lead generation products, multimedia services are weak and measurement capabilities are frequently lacking,” said AMR CEO Denzil Rankine.

However, the study says that two-third of b-to-b marketers believe that online must be complemented by traditional marketing activities.

Also in the report:

■ Business-to-business advertising spend on social media and lead generation sites is forecast to grow at an average annual rate of 21 percent and 17 percent respectively to 2013.  

■ Online accounted for 7 percent of the b-to-b marketing mix in 2008 but will reach 12 percent by 2013.

■ Only 50 percent of b-to-b marketers formally analyze metrics to judge ROI but those that do find online marketing more effective.

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