June 15, 2022

B2b marketing

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According to a B2B Marketing Survey from creative technology studio Appetite Creative Solutions, 79% of UK respondents consider B2B marketing very important for business growth, and 64% are looking to refresh digital marketing plans this year. B2B marketing is considered as an important new business driver (34%), helps deliver sales and e-commerce (22%), and creates strong brand identity (20%). About 60% of respondents are planning to increase digital marketing spend this year. 27% are looking to increase spending up to £10000 and 31% up to £5000. Key media channels considered effective in 2022 include digital out of home (24%), podcasts (24%), print and trade press (12%), and TV and radio (10%). This is a slight year on year shift in approach with print press (28% in 2021) and podcasts (34% in 2021). An uptick in the use of out of home (7% in 2021) is likely due to the relaxation of Covid-19 restrictions. As part of marketing strategy refresh plans for this year, respondents are specifically looking at investing in social media (27%), website (15%), branding (12%) and video (12%). This is a similar mix compared to last year, with a significant year on year drop in video (61% in 2021). “The research shows a continued optimism across the advertising industry, with a slight shift in priority media channels due to an increase in people out and about following the relaxation of Covid-19 restrictions,” said Jenny Stanley, MD at Appetite Creative. “Our research indicated that marketers are starting to trial and invest in new technologies such as AR and the metaverse. Continued innovation is important in the B2B sector to meet business objectives, and ensure campaigns benefit from new opportunities technology offers.”

https://marketingtechnews.net/news/2022/apr/22/b2b-marketing-investment-investment-continues-to-increase-in-2022/?fbclid=IwAR3oTSY9pcVz88fOLya_YZW4CWYKMaRYc-vrXPjs3LZk3PYVmQ30SszBvCI

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