The multi-billion pound business-to-business market looks set to buck the Covid cutbacks with two-thirds (65%) of marketers planning to increase their digital marketing spend – as well as their use of different disciplines – in 2021.
According to Appetite Creative Solutions first B2B Marketing Survey, more than 8 in 10 (82%) marketers see B2B as a vital driving force for new business, with most (93%) considering or already activating digital ad campaigns.
Other media channels considered valuable for B2B marketing in 2021 include podcasts (34%), print press (28%), audio (8%) and even out of home (7%).
Against a backdrop of leading marketing agencies seeking a piece of the action, key areas of focus for this year include ecommerce, strong brand identity and direct interaction with customers via social media and websites.
But more than two-thirds (62%) of respondents are not resting on their laurels, and are planning a marketing strategy refresh this year, specifically looking at video (61%), social media (61%), website refresh (57%) and branding refresh (43%).
Nearly half (45%) of those surveyed were prepared to inject between up to £10,000 on their website, with a fifth (19%) willing to pay over £30,000.
Appetite Creative managing director Jenny Stanley said: “Our survey shows an optimism across the advertising industry and demonstrates the value of B2B marketing for new business success.
“Looking ahead, I’m feeling positive about the opportunities digital creative companies will have this year, as more and more brands rely on high-quality, innovative and data-driven digital channels to connect with customers.
“My advice for those looking to bounce back from last year is to not be afraid to take a few risks and try out new revenue streams. Our new normal is a great opportunity to push out of our comfort zone, test and learn and take new approaches.”