AOP Research Shows B2B Sites Are Snapping At The Heels Of Search Engines
New research from the UK Association of Online Publishers (AOP) has shown that business decision makers regard business-to-business (B2B) websites* as the most useful media source for finding work-related information, well ahead of print business publications, national and regional newspapers, and web portals.
PR9.NET April 07, 2005 - Thirty-nine per cent of the 300 business decision makers interviewed by telephone in January 2005 said that search engines such as Google were the most useful source for finding information relating to their work. However, of the media (destination) sources that were listed as options, B2B websites came out top, stated by 24 per cent of business decision makers as being the most useful source of information, above print business publications (14 per cent), national and regional newspapers (four per cent each), web portals such as MSN, Yahoo and Wanadoo (three per cent), and exhibitions (also three per cent). Other B2B online media products such as email newsletters and alerts were listed by six per cent of business decision makers as being the most useful source.
These findings have prompted AOP to call for greater business advertising spend on B2B websites, as opposed to the more traditional media historically thought to be most appropriate for targeting a business audience.
AOP appointed media research experts Ipsos RSL to carry out the work, which aimed to establish the extent to which the internet has changed the way that decision makers find and use business information, what role B2B websites play in the decision making (especially purchasing) process, and how these users respond to advertising on B2B websites.
The findings showed that 75 per cent of business decision makers use B2B websites to keep up to date with news in their sector, 71 per cent use them as a technical reference source, 62 per cent use them to review products and suppliers and 61 per cent use them to review and analyse competitor activity.
Said Iain Melville, managing director of Reed Business Information and AOP B2B research chair: "The business publishing community and many forward-looking agencies have known for years that B2B websites play a significant role for business decision makers. The AOP research proves the importance of B2B online media as a key source of information and purchasing resource for the business community. It reveals just how valuable these quality content sites are, and the central part they play in the purchase cycle."
Alexandra White, director of AOP said: "With last year’s major AOP research project, ‘Reaching the online elite’ we proved that branded, quality content sites attract the most valuable and elusive consumer audience on the net. This second piece of work has demonstrated that the same is true for the business and professional audience: B2B media websites are now the number one media source for business decision makers. It is our hope that these findings will convince agencies to put B2B websites at the heart of their B2B schedule."
# # #
About immediate future Limited
immediate future Ltd is an independent public relations (PR) and communications consultancy, specialising in media, creative and digital industries. The team is highly experienced in both corporate and business-to-business PR. We have a proven track record with clients ranging from public and private companies, to 'not for profit' organisations.
The company is founded on three core principles: in- depth industry knowledge, professional standards and accountability. We use these foundations to deliver a holistic approach to reputation management with proactive and creative PR strategies, trusted on- and off-line media relations, and a vast array of PR tactics. The result is high-quality public relations that makes our clients’ lives easier and brings real business benefit.
|Recent News Headlines
|Industry Category of Current Press Release