ISBM at the Penn State Smeal College of Business – Academic Institute supporting B2B Research. Switch to the ISBM-Corporate website.
The most common areas B2B marketers expect investing more in include digital and website program budgets and creative services and content.
While developing keyword targets is challenging in B2B industries, several publicly-available sources can provide valuable suggestions.
In business markets, the impact of advertising can have a long-run impact on the purchasing of new products.
Although paid media advertising approaches are often designed with B2C companies in mind, it also provides substantial upside for B2B companies.
As economic conditions worsen, B2B firms must consciously reallocate resources to high-performing areas.
Video advertising is a tool that savvy B2B firms should consider utilizing even more in 2023.
Brands want their ads to run against content they’re proud to associate with. But because of the programmatic nature of most digital advertising, brands have been forced to hand over control of ad placement to the algorithms of companies like Google and Facebook. Unfortunately, some brands have been seeing their advertisements placed next to extremist or controversial content just because those pieces are generating a lot of engagement or activity. Companies in every market need to ensure the safety of their brand by assuring the quality and nature of the content that brands are running ads against, some of which may be offensive and hurt the brand’s reputation. This webinar by Professor Raji Srinivasan will highlight strategies that companies can employ to ensure the safety of their brands.
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