B2B marketing gets digital

Business-to-business marketers are ramping up investment into digital marketing platforms such as websites, e-mail and search engine marketing – although data quality difficulties continue to check progress.

A study from CSO Insights and targeted marketing business Harte-Hinks reveals that direct mail and e-mail generate the best return on investment among media channels in 2006.

Digital media categories, with the exception of paid search, receive the highest priorities according to the findings, which are based on the marketing practices of more than 530 companies.

However, the study found that a “continuing struggle with data quality” is a “major roadblock to success” as it continues to hurt marketing efforts.

"As companies invest more in multiple channels in a bid to acquire customers, and to retain their loyalty, it appears businesses continue to grapple with data management and data insight - and just what the metrics are saying," says Bill Goldberg, corporate officer and senior vice president, Harte-Hanks. "Of concern, sales and marketing teams still are not reading the same rulebook when it comes to discerning value and customer optimisation."