B2 B Online Advertising

B2B ONLINE ADVERTISING

Presented By-

Abheek Biswas

Saurabh Kumar

Mithun Dutta

Saurabh Singh

Deepak Chordia

Deepak Shinde

Bishnendu Roy

INTRODUCTION

Definition: • Advertising directed to other businesses, rather than to consumers.• Business to business firms are those firms that sell products and

services among themselves. • Business-to-business advertising is where business uses advertising

to attract customer from other businesses rather the general public.• Choice of media for a B2B campaign is limited.• Advertising is done for the given purposes:

Awareness Knowledge Liking Preference conviction Purchase Post purchase reassurance

Difference between B2B and B2C advertising:

Online Advertising

Form of promotion that uses the Internet and World Wide Web for the expressed purpose of delivering marketing messages to attract customers.

An effective, functional, and user-friendly corporate website is the foundation on which successful online promotion is built.

To fully exploit sales opportunities, the website should also provide company contact information and e- commerce options.

Three key elements contributing to the success of online media are immediacy, accessibility, and accountability.

Objectives of Online Advertising

TRADITIONAL METHODS OF B2B ADVERTISING

1. Print advertisements:

Delivers a perception of value and brand quality to a highly qualified audience.

More permanent and accessible than online advertisements.

Allowing brand messages to benefit from a longer lifecycle.


2. Vertical and general search engines: More than 90 percent of

engineers and technical buyers use search engines .

Business vertical and sub vertical search engines such as Business.com®, GlobalSpec, and ThomasNet® are available.


3. E-mail: Cannibalized 13

percent of traditional direct mail revenues between 1999 and 2005.

E-mail professionals can ensure that e-mails are targeted to the right audience and can optimize the legitimacy and delivery of bulk e-mails.


4. Webcasts and webinars:

Webcast is a media file distributed over the Internet using streaming media technology to distribute a single content source to many simultaneous listeners/viewers.

Webinar is a neologism to describe a specific type of web conference. It is typically one-way, from the speaker to the audience with limited audience interaction

Provide high brand visibility to a targeted audience


5. Rich-media online advertisements on trade websites with links to company website: Online ads alone can

increase customer conversions by 10 percent, and by significantly more when combined with traditional media campaigns.


6. Corporate website: The most effective

websites capture lead information, provide feedback within 24 hours, and offer downloads of white papers, articles, event invitations, relevant links, etc.


7. White paper programs supported by online promotions: Print display ads

featuring a call-to-action that targets upper-management decision makers generate less than 1 percent of white paper downloads; the other 99 percent is from online ads.


8. Case studies available for online download: A simple, low-cost way

to increase the visibility of the successes to a potentially vast audience.

Custom publishing can also be effective as a customer direct marketing tool.


9. Strong product PR presence in print and online: The synergistic effect

of maintaining a strong product PR presence in print as well as online will produce better results than a single-media strategy.


10. Custom magazines mailed to registration-generated in-house list: Custom published

magazines, newsletters, and white papers are projected to show an increase in buyer influence in the next five years, accounting for 34.0 percent of aggregate advertising influence.

Online B2B Marketplace in India

Source: Industry Sources and EstatsIndia Calculations

NEED FOR STRONG ONLINE PRESENCE IN B2B

There are five main reasons –1. They allow companies to effectively compete

for their prospect’s business.2. Companies can set up their own advertising

budget and limit the risk involved.3. Companies can easily measure their results.4. Companies can be pre-qualified before using

these advertising methods in order to save their business costs.

5. These advertising methods allow companies to take advantage of previous investments.

ONLINE ADVERTISING EXPENDITURES

CURRENT USAGE OF ONLINE ADVERTISING IN B2B

Facebook LinkedIn Career Sites Specialty Sites Behavioral Targeting Blogs Search Engine Marketing Content Networks Placement Networks

TRENDS IN B2B ADVERTISING

1. B2B = B2P Business to Business is

now Business to People. 67%of C-Suite execs

consider the internet their primary source of information.

90%of industrial buyers go online for info on products and services.

58%of business decision makers consider online video important in their decision making process.


2. No Media is an island- The Business will be left alone if it tend to ignore the newer forms of media viz. social media, web 3.0 etc.

3. Be ‘Always ON’ -‘Always ON customers’ = ‘Just in Time’ Service

4. Atomize and Distribute- Build Mountains of Content and Bring the Mountain to the customer.

5. Implement Finer Ad Targeting- Place Ads at relevant places by targeting them finely.


6. Give customer the opportunity to choose you- This

is to be done by efficient usage of RSS feeds which

provide both choice and control.

7. Make Video Centrepiece of the online strategy-

The business is already taking place on Youtube.

8. Tap into the value of online communities.

9. Online communities are the top influencers in B2B

Research Phase.

10. Measure, Plan and Optimize.

11. Make the customer a Co-Creator.

12. Make use of search trends to test Ad concepts

and seek qualitative signals.

Usage of applications of internet among B2B Marketplace

Source: IAMAI-EstatsIndia Survey 2008

FUTURE SCOPE OF B2B ONLINE ADVERTISING

1. Search advertising A method of placing

online advertisements on Web pages that show results from search engine queries.

Search advertisements are targeted to match key search terms (called keywords) entered on search engines.


2. Blog Advertisement Online advertising offers three

primary types of ads bloggers can use to make money from their blogs.

Pay-per-click: The advertiser pays the blogger each time someone clicks on the advertiser's ad.

Pay-per-impression: The advertiser pays the blogger each time the ad appears on the blog's page.

Pay-per-action: The advertiser pays the blogger each time someone clicks on the ad and performs an action such as making a purchase


3. Contextual Ads: Pay-per-click ads. Delivered based

on the content of the page on the blog where the ads will be displayed.


4. Text Link Ads: Ads that are not

served based on the content of a blog's page but rather are placed based on specific text in the posts of a blog.

E.g. Text Link Brokers and Text-Link-Ads


5. Impression-Based Ads: Ads that pay bloggers

based on the number of times the ad appears on the blog are called impression based ads. FastClick and Tribal Fusion are examples of impression-based advertising opportunities.


6. Affiliate Ads: Give bloggers a choice

of programs to provide links to products.

Bloggers are paid when someone purchases the advertised product.

Amazon Associates and eBay Affiliates are examples of affiliate advertising programs.


7. Direct Ads: Shown in the form of

banner ads or similar display ads provided directly to the blogger by the advertiser to be uploaded to the blog.

Direct advertisers on blogs are sometimes called sponsors of that blog. e.g. Whitney Woods.


8. Reviews: Reviews (often

called sponsored reviews) are an indirect form of advertising on blogs.

Company might contact a blogger directly asking them to write a review for a product, business, website, etc.


9. Podcast A podcast is a series of

digital media files (either audio or video) that are released episodically and downloaded through web syndication.

Its a free of cost medium. Just create video or audio file just put on either social sites or youtube or any site. Reach will be higher.

It can be a touch point for new customer.

India’s International B2B Suppliers Destinations

Source: Computed from DGCI & Survey data

Online B2B adoption rates Industry-wise

Source: Computed from 10th 5 Year Plan, IT Sector 2002-07, Department of Information Technology, Govt. of India, New Delhi

Research Methodology

RESPONDENTS: Amarnath Pingalay, TBWA India.

Vimal Parthasarathy, Dentsu Communications.

Finding from the Survey

What medium of advertising do they usually use? Corporate sales brochures Print medium (tenders) OOH Direct mail Dynamic catalogues Listings in the different B2B directories

www.made-from-india.com www.indiamart.com www.indiamarkets.com

eg. OEMs generally look for bulk sales and advertising of products in these sites.

More than looking for new clients, they try to maintain their relationship with existing clients.

Most new clients are acquired through referrals of existing clients

The term PR will be more apt than advertising for B2B on the

online scenario.

Finding from the Survey (Contd…)

What is the objective of online advertising in B2B?

PR Talent acquisition Corporate brand building Maintaining Shareholder trust Communicating company values

Findings from the Survey (Contd…)

How to go about selecting a particular website for the ads?

They refer to the websites giving customer insights viz. Google Analytics, Alexa, Vizisense etc. to find out the segmentation parameters.

Thereafter they try to find out the the group of of websites with whom they already have affiliation (affiliate marketing)

Then with other important websites they try to strike a deal. Finally on the basis of allocated budget they make some

Media Planning and start the campaign Afterwards, the response and effectiveness of the campaign

is measured depending upon which they continue the campaign on that very website or start the campaign in an alternative website.

CONCLUSION

World of advertising is seeing new trends.

With the growing penetration of the internet, online media is the way to be for B2B Advertising.

And the value of creating a two way communication channel between the company and its customers is too great to ignore any longer.

Final Words…

The online advertising scenario is still in its nascent state with very little amount of budget allocated to online B2B marketing. And the trends do not show any real tendency of changing in the near future as far as the Indian context is concerned.

Thank You

Education

B2 B Online Advertising