The industry of services for the business is holding the share of only a 4% [according to IAB/PwC AdEx from 2014r] of the value of advertising online expenses. In 2014 the B2B section made a note of the double-digit height which the 38% took out in the relationship to 2013. He was it is the height greatest of all monitored industries.
Looking at the height one should expect more distant fast increases in expenditure for marketing online action in the B2B section in consecutive years. Examination performed in 2014 by PwC for IAB Poland showed the key role of the Internet in marketing action in running a business in the B2B section.
Amongst main marketing action in the Internet which entrepreneurs are using are:
- E-mailing - 92%
- Form on the web page - 54%
- Search engines of companies - 36%
- Profiles in the media community - 35%
- Internet messengers, cottages - 17%
- Mobile applications - 8%
- No action - 5%
Source of IAB data Poland / PwC / IIBR August 2014; CAWI, N = 300 Polish entrepreneurs.
The market of professional services has Poland one's specificity. Customers are searching the Internet for the supplier mainly for searching services of this type or products. Using the www search engine are using general phrases correlated with the sought solution, with meeting one's need. They are choosing companies, finding offers oneself in mainly for measure on the front page of outcomes of one's action in the Internet. Therefore marketing action tied from retargetingiem, are marketing multichannel action little effective. Every company from the B2B section cares about getting the first position in results of searching to general phrases.
Results of the positioning are directing at the dedicated side devoted to the product. Application on landing page along with the appropriate point of the joint is able to increase the relevant form considerably conversion.
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