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How B2B Marketers Can Boost Leads With Online Display Advertising

Posted by Douglas Burdett

With targeted online display advertising, B2B marketers can enhance the effectiveness of their search advertising and email marketing, increase leads and boost conversions.

Mark Twain, Brady Handy photo portrait, Feb 7, 1871, cropped resized 600

The current state of online display advertising brings to mind Mark Twain's quip, "The reports of my death have been greatly exaggerated."

Online advertising has been growing actually, and according to eMarketer, the dollars spent on display will surpass search advertising by 2015.

Part of that growth is due to the increasing sophistication of targeted online display advertising.

In a whitepaper by Bizo, a B2B marketing software company, when asked to rank their top three priorities for marketing initiatives, online display was ranked most important (65%), followed by (60%) and Search Engine Optimization (56%).

Almost all marketers (90%) report that display is as important or more important to their marketing mix than last year and almost half of marketers (49%) plan to spend more on display advertising this year than they did last year.

According to comScore, a digital marketing intelligence firm, paid search is only reaching around 8% of the people who matter to a marketer.  And email marketing is constrained by the size and value of the email list.

So is online display advertising better than search or email marketing? Not better, but actually helpful to all elements of the marketing mix:

  • comScore found that “search alone produces an 82% lift in sales from visitors exposed to ads, compared to…119% when search and display are combined.”

  • Salesforce.com saw an 80% lift in branded search volume and conversions when a display campaign was running in parallel.

Screen shot 2012 03 25 at 2.34.15 PM resized 600Online display advertising offers expansive reach and the ability to precisely target the right segments so that marketing dollars are not wasted. Additionally, studies have shown that display advertising impacts the entire buying process, from when awareness is first attained, to after the sale is made.

According to comScore, a digital marketing intelligence firm, paid search is only reaching around 8% of the people who matter to a marketer.  And email marketing is constrained by the size and value of the email list.

However, targeted online display advertising is the only marketing channel that provides both precision (for targeting the right groups) and scale (reaching the largest target audience possible throughout the buying process).

QUESTION: What has been your experience using online display advertising?

 

Click here to download Bizo's “The Guide to Generating Leads with Display Advertising” or view the SlideShare presentation below.

 

Topics: b2b marketing, email marketing, online display advertising, search engine marketing (SEM)

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