Economic slowdown will accelerate online shift

Welcome to BtoB's 2008 Interactive Marketing Guide. Our annual publication offers sections on e-mail, search, Web sites, online advertising, online events, b-to-b media sites, social media, interactive agencies, analytics and multimedia.

In addition to overviews of the various topics, the guide provides tips, expert interviews and sidebars with useful resources and data. You'll also find updated vendor lists and data charts.

Just like last year, marketers can pick from a slew of interactive channels for reaching their customers and prospects. And just like a year ago, there are analytical tools for measuring how these channels perform, both individually and in concert.

What's different this year is the weak state of the U.S. economy. How will this reality affect marketers' choices?

Dark economic clouds will, in fact, accelerate the shift to digital away from traditional media, notably print, as marketers scale back budgets and seek granular, measurable media. This was the exact finding in BtoB's exclusive survey of 684 b-to-b marketers, conducted during the last week of January and the first week of February.

Of the 29.4% of respondents who said they have revised original 2008 marketing budgets, nearly half (45.3%) said print will see the greatest decline. ...

Download Interactive Marketing Guide 2008

PDF format, 8MB, 36Pages.

"Web Sites | E-mail | Advertising | Search | Social Media | Agencies | Publishing | Search | Events | Multimedia Analytics | Strategy"

WEB SITES
Basic Web site designs still need work
Mary E. Morrison
Though more advanced b-to-b marketers are using Web 2.0 applications such as rich media, blogs, podcasts and video to engage their Web site visitors—and seeing positive results from those efforts—many companies are still struggling with basic site design and usability issues.

Ask the Expert: Web Sites
What are the key elements of a successful b-to-b Web site?

5 simple rules for effective e-mail marketing
Organize site content in a way that addresses visitors' needs and helps them achieve whatever their goals might be.
 
SEARCH
Search draws big spending
Carol Krol
Paid search marketing remains a juggernaut, on track to comprise 40% of all U.S. online advertising spending, far ahead of display ads, rich media and video, and e-mail, according to research aggregator eMarketer. 

Ask the Expert: Search
How has search changed in the past six months?

5 reasons to buy branded keywords
Your competition will be buying branded keywords, and you should, too.

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