Business-to-business online advertising in the U.S. will increase by 26% to $4.4 billion in 2008, according to eMarketer. B2B growth will not keep pace with overall Internet ad spending, which eMarketer projects will increase by 29% in 2008. B2B sales cycles remain long and complicated, and reaching the ultimate decision-maker is critical. Search plays a major role, but blogs, wikis and social networks are consulted as well. These are all important factors for marketers, who need to target the researchers, technical advisers and negotiators at every stage of the process. Still, many B2B marketers plan to stick with tried-and-true methods for their online marketing plans in 2008, concentrating on corporate sites, e-mail and search.
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