GartnerG2 looks at US B2B online advertising

Internet Business News, July 31, 2002

INTERNET BUSINESS NEWS-(C)1995-2002 M2 COMMUNICATIONS LTD

Research firm GartnerG2 has completed a survey examining the enthusiasm that US B2B advertisers have to move online.

The company found that most B2B advertisers are reluctant to move online. This is reportedly due to the fact that the majority of web sites have a broad appeal and so companies can not be sure of what target group their content will reach. B2B companies also stated that a lack of customer tools is preventing them from using the Internet to a greater extent.

GartnerG2 also found that B2B marketing accounted for less than 10% of the total online advertising spend in 2001. This will reportedly rise to 22% in 2005 as new online advertising formats become available, claims the company.

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