B2B marketers 'looking to web analytics'
Internet Marketing
15 January 2009
This year will see business-to-business (B2B) marketers focus more on web analytics, it has been suggested.
Research carried by MarketingSherpa in partnership with Babcock and Jenkins showed that web analytics forms one of the highest priorities for online B2B marketers in 2009.
Web analytics was listed alongside retention marketing and identifying new audiences as the biggest areas of focus for marketers, while social media development and traditional content were further down the list.
According to MarketingSherpa, web analytics and retention marketing complement each other well and it is likely that both will rise in prominence as the recession deepens.
The website said: "Marketing analytics will identify what [businesses] need, want and find useful and be invaluable in retaining and up-selling existing customers."
Most marketers intend to invest more or the same in web analytics this year as they did in 2008, according to a recent poll carried out by the Web Analytics Association.
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