In the UK, more than three-quarters ( 79%) of marketers say business-to-business (B2B) marketing is very important to business growth, and more than half ( 64%) want to upgrade their digital marketing plans this year, according to Appetite Creative Solutions’ second annual B2B marketing survey.
Key media channels considered effective in 2022 include digital channels outside the home ( 24%), podcasts ( 24%), print and specialty press ( 12%), and television and radio ( 10%). The rise in out-of-home use ( 7% in 2021 ) is likely due to the loosening of Covid-19 restrictions.
This year’s new question shows that a majority of respondents ( 82%) say a focus on sustainability is important for B2B digital marketing in 2022, with three-quarters ( 75%) saying developing a sustainable campaign is very important.
“Continuous innovation is essential in the B2B sector to help achieve business goals and ensure that campaigns benefit from technology’s new opportunities. The transition to sustainable advertising also looks to be the dominant direction for the foreseeable future,” said Jenny Stanley, Managing Director of Appetite Creative.
via research-live.com
