Despite the key role it plays in B2B purchasing, branding seems to move further and further down the list of corporate priorities. In the drive to generate revenue in today's ROI-driven world, don't ignore the influence of corporate branding on B2B sales or focus search marketing solely on product offerings. In B2B, corporate branding drives customer acquisition, and search can be branding's best friend.
Despite this, SEMPO's State of Search Marketing, shows direct sales edging out branding as the primary objective of search marketers. In BtoB Magazine's survey, 2007 Marketing Plans and Priorities, marketers were asked to indicate their top priority for 2007. Sixty-two percent cited customer acquisition, followed by brand awareness (20%) and customer retention (11%). Why the discrepancies?
Despite the key role it plays in B2B purchasing, branding seems to move further and further down the list of corporate priorities. In the drive to generate revenue in today’s ROI-driven world, don’t ignore the influence of corporate branding on B2B sales or focus search marketing solely on product offerings. In B2B, corporate branding drives customer acquisition, and search can be branding’s best friend.
Despite this, SEMPO’s State of Search Marketing, shows direct sales edging out branding as the primary objective of search marketers. In BtoB Magazine’s survey, 2007 Marketing Plans and Priorities, marketers were asked to indicate their top priority for 2007. Sixty-two percent cited customer acquisition, followed by brand awareness (20%) and customer retention (11%). Why the discrepancies?
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