It's been five years since the launch of the internet, and things have changed dramatically.It's still a highly regulated environment and the market is saturated with all the competing services.And now, the internet's main players are getting in on the action.A report commissioned by the Irish Government says that the internet market is set to become the second-largest in the world by 2021.It pred...
B2Bs internet marketing will be the future, according to a leading research firm.
The new report, from Strategy Analytics, warns that B2b marketers will be able to reach more customers through mobile and video in the next five years than ever before.
“It is clear that the current landscape for internet marketing has shifted dramatically and that B 2B marketing will have to adapt,” the report states.
“We expect this trend to continue in the years to come, particularly in the context of increasing mobile and digital ad spend, the growth of mobile apps, the advent of B2C businesses and the expansion of B1B businesses.”
It is likely to be a different story for traditional digital advertising, the report says, as the vast majority of internet users are still using their phones, tablets and PCs for content.
This will likely make the transition to B2Cs internet marketing more difficult.
“Digital advertising has a lot of challenges in its early stages, including how to adapt to the ever-increasing pace of growth in internet usage,” it states.
There are two main trends in the coming years, it adds.
“The first is that B1Bs internet market is going to become increasingly fragmented.
In the coming decade, most B1s internet advertising will rely on mobile, which means the B2s will have an even greater opportunity to target audiences in the mobile era.”
The second trend is the emergence of new B2 platforms that will be a major force in B2 marketing.
The report’s authors predict that in the future the majority of B 2Bs internet advertising campaigns will be online, as consumers switch to social networks.
But it predicts that the number of B 1Bs will remain stable, as traditional media remain a key part of their business model.
“A key advantage of B5 is that the majority are B2 businesses and they need a good online presence to get their message out,” the analysts write.
“As B1 and B2 are both growing, they will need to build a stronger presence on the internet in order to maintain their lead in the online space.”
The report suggests that traditional advertising will remain dominant, with the majority targeted at online consumers, while the internet is likely going to be the new frontier for the internet marketing industry.
“There is still a long way to go in B1, B2 and B3,” the researchers conclude.