Its official: websites are the key B2B information resource
Posted by jorbell on December 20, 2008
From B2B Marketing Online
Websites have officially become the most important media for business decision makers, according to new research by the AOP (Association of Online Publishers).
The study claims that 97 per cent of business decision makers polled cite the web as the ‘most used’ form of media, whilst 60 per cent of respondents regard business websites as “essential tools”.
Websites were also shown to have achieved a dominant role in the decision-making and purchasing process for businesses, with just over 50 per cent suggesting that the Internet is their first port of call. However, this suggests that traditional media (specifically print and events) still plays a significant, if minority, role in this process.
The research also underlined the importance of the link between web content and established offline brands, with 74 per cent of respondents indicating that they were more likely to trust a website if it is linked to an established source, such as a business publication or industry body.
Duncan Tickell, outgoing chairman at the AOP B2B Group, comments, “This research confirms that B2B websites are leading the way in digital innovation. B2B digital brands are seen as the most important source of essential business information and more importantly are a trusted source for information, editorial and advertising alike.”
The survey was conducted by IPSOS, with over 750 business decision makers participating.
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