B2B Display Advertising
Business marketers have always advertised in specialized media such as trade magazines, but
their audiences have traditionally been too narrow to use television, radio, and similar mass outlets.
This limitation has carried over into the digital world, where business marketers could target ads
on search terms and industry websites but not buy display ads that reach broad audiences.
This has become an increasing problem as buyers do more research anonymously on the web,
making them harder to identify and nurture. Tools such as content marketing and social media
have filled some of the gap by offering alternative methods of acquiring new names. But those
methods are labor and content intensive, making them difficult to scale. As a result, business
marketers have longingly eyed the “insert coin here” efficiency that lets consumer advertisers
reliably increase results by raising their display ad spend.
Happily, new methods have now made online display advertising a more effective, higher volume
option for business marketers. Improved audience targeting expands the number of prospects
marketers can reach and how frequently they can be contacted. Business marketers must learn a
few new tricks to take advantage of this opportunity. But in return they gain greater control over
the flow of new names and more precise targeting of the messages for each individual. This guide
will ease your entry to the new world of effective B2B display advertising. Let the journey begin.
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