B2B Digital Ad Spending to Jump Next Year


B2B ad spending will increase 13 percent in 2018 to hit $4.6 billion from this year’s estimated $4.07 billion, eMarketer has predicted. However, its proportion of all U.S. digital ad spending will remain unchanged at 4.9 percent, which implies growth in other digital ad spend areas as well. Desktops and laptops will continue to attract the bulk of B2B digital ad spend, according to eMarketer. They are expected to account for $2.54 billion this year. Mobile B2B digital ad spend, which is forecast to hit $1.53 billion this year, also will continue to grow.

The original article can be found here: http://www.ecommercetimes.com/story/85015.html?rss=1

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Has Marketing Automation Started Making Sense?


B2B marketing automation has a long way to go, suggest the results of a recent survey of more than 350 marketing professionals. Act-On Software commissioned Econsultancy to conduct the research for its State of B2B Marketing report released last week.
Only 51 percent of respondents said the CMO or equivalent took a keen interest in marketing automation, and just 37 percent said the issue got executive support outside the marketing department. Marketing automation “is a rapidly evolving industry,” noted Meg Columbia-Walsh, CEO of Wylei.

The original article can be found here: http://www.ecommercetimes.com/story/84748.html?rss=1

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