Characteristics of B2B adoption and planning of online marketing communications

Abstract

This paper addresses the issue of whether there is a need for better online marketing communication planning and prioritisation methods, particularly for B2B companies. The work looks at difference between B2C and B2B companies, regarding the importance of offline and online marcom disciplines, onine spending and usage of methods for online communication prioritisation. The paper concludes that due to high online spending, a less specialised priority of online disciplines and very limited usage of exisiting methods, B2B companies need to be on the lookout for new systematic methods for online communication planning.