Digital Lifescapes

eMarketer reports that according to the results of a recent market study of business-to-business (B2B) marketers, traditional online tactics are still important. Just over half of B2B marketers surveyed told BtoB Magazine their budgets would go up this year, but by less than 15 percent. The primary marketing goal was customer acquisition (69%), with the greatest number of respondents expected spending increases for online (78%). In contrast, 44 percent of the survey respondents said they would be spending more on events and 36 percent said more on direct mail. Online, B2B marketers were most likely to report planned increases in spending on their websites and email programs, followed by social media. These results differed from those of a survey by RSW/US. Among that group, 65 percent planned to spend more on social media, followed by 47 percent on email. Overall, more than two-thirds of B2B marketers already used social media marketing, where the main focus of marketing ...

Editorial content marketing approaches are gaining momentum in the online marketplace. eMarketer reports that U.S. Internet users are more likely to act after viewing ads in editorials, according to longitudinal research conducted by the Opinion Research Corporation for ARAnet. The survey found respondents were most likely to act based on reading an online article with brand information, at 53 percent -- up from 51 percent last year. In addition, nearly six in 10 Internet users said they searched for products and services they read about in online articles at least somewhat frequently. According to the March 2010 survey, brand-related articles interest key demographic groups, with younger and higher-income users more likely than average to take action after reading them. "We're seeing that article-based advertising rates highest with these important and discerning audiences," said ARAnet president Scott Severson. "Compared to other online advertising option...

eMarketer reports that in 2009 e-mail marketers started to get social, but 2010 will be the year social media makes e-mail marketing more powerful. Social media is a complement to e-mail marketing, because it provides new avenues for sharing and engaging customers and prospects. "Even though people are spending more time using social media, they are not abandoning e-mail," said Debra Aho Williamson, eMarketer senior analyst. "The two channels can help each other, offering the opportunity for marketers to create deeper connections." More than four in 10 business executives surveyed by StrongMail said integrating e-mail and social was one of their most important initiatives for 2010 -- just after improving e-mail performance and targeting and growing opt-in lists. About one-quarter of respondents had already implemented an integrated strategy, and another 24 percent had formulated a strategy and were researching how to put it in practice. But 18 percent wanted...