Business to Business advertisers favour Direct Response

A recent poll has shown that the more traditional forms of advertising are favoured by professionals who advertise for business to business clients. The research that was collated by the Direct Marketers Association also shows that direct response advertising uses over 40% of marketing budgets.

In second place after direct response adverts is brand advertising which has a 16% market spend. Third was trade show marketing which owns 13% of the total market spend.

So what makes up the yearly spend in the direct response advertising sector? Over a quarter of the budget goes on direct mail (27%) closely followed by online advertising work on 18%. Other parts like catalogues and trade shows are responsible for 15% and telemarketing advertising counts for 12% spend. Surprisingly only 1% is spent using newer forms of media like content making, blogs and RSS feeds. It seems that Web 2.0 will have to wait its time a bit as far as direct response advertising is concerned!

Unfortunately this looks like it could be a major mistake within the business to business sector. Another recent survey shows that a large proportion of business professionals (87%) throughout the UK use the internet to find out more information on a product before they go through with a purchase or transaction.  If this sort of data was used with a business to business campaign I feel that advertisers could attract consumers not only easier but quicker too.