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The role and importance of
the internet in a B2B context.

Curious that many marketers in the B2B segment were dismissive of contemporary applications of the internet in the marketing mix, in 2011 Fenton Stephens commissioned a landmark study into the behaviour of decision influencers and makers in the B2B arena.

To a number of key questions, we found some answers:

  1. To what extent can online ‘types’ be identified  based on (i) online usage levels (ii) actual decision-making and purchases through the internet, and (iii) attitudes and behaviours towards the internet in their workplace? We identified 5
     
  2. To what extent do people behave differently with regard to their use of the internet at home compared to their decision-making in a professional environment? There is little/none.
     
  3. Beyond the determined and transactional activities, what about the more indirect and passive activities such as information exchange amongst peers? Social media, even in a B2B context is alive, living and developing rapidly.
     
  4. Are there identifiable trends in the approach to the internet; the increasing importance of search engines, propensity to click where, growth of social media and so on, based on the sample’s judgement of their past, present and intended behaviour in the future? SEO & SEM and iPhones are essential. News = Internet but Sport = TV

Our research study provides a template for
developing an online strategy within brand strategy.

Obviously, there is a great deal of further information beyond these points within the study. Please contact Roger Stephens for further information regarding any aspect of interest.

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