Why advertise online?

New research from the Association of Online Publishers (AOP) has demonstrated that business-to-business (B2B) websites are ideally suited, not just for generating direct response, but also for brand advertising campaigns.

The research, 'The role of B2B websites', found that more than 75% of business decision makers use B2B websites at least once a week, regarding them as a key source of information - more so than business publications, national newspapers or web portals. These users spend, on average, almost an hour per day online for work purposes. 64% find B2B websites a trustworthy source of information, 63% believe that B2B websites provide a modern environment for a company to advertise, and more than 50% use these sites to research and inform business decisions. Additionally, 31% said they had remembered advertising on a B2B website and had responded at a later date.

Perceptions of advertising on B2B websites:

83% have taken action as a result of an advert on a B2B site
54% have purchased as a result of seeing an advert
71% have clicked on an advert
53% have requested further info or a quote
47% have registered with client website

75% of business decision makers use B2B websites every week
63% believe B2B websites provide a modern environment for companies to advertise
50% use sites to research and inform business purchase
31% have remembered an advert and responded later

75% use sites to keep up to date on news in their sector
62% use B2B sites to review products and suppliers

*AOP / IPSOS Web Usage Survey April 2005.

Online advertising is an important component of successful branding campaigns. Why? Because it is:

- Complimentary and provides you with another opportunity to reach your target audience

- Measurable www.metalfinishing.com traffic is set to increase as a highly targeted marketing campaign is in place to drive traffic and raise awareness of the website using online search engine optimisation, key word sponsorship, advertising and e-mail marketing

- Targeted Our audience includes senior engineering, design and development engineers, executive management, board directors, overall technical management, and general management for the finishing industry. www.metalfinishing.com is also considered best for the number and relevance of job vacancies advertised

- Adaptable Whether you are looking to drive traffic to your website, promote a specific product or recruit for a vacancy, we can provide an online creative solution tailored to your needs to ensure a competitive edge

- Controllable From identifying your needs, customising the creative solution and providing feedback reports, the www.metalfinishing.com team will ensure that your campaign receives maximum exposure