develop an integrated digital marketing strategy Search engine marketing is used widely by businesses in all sectors almost regardless of their target audience. One study in the United States suggests that 66% of B2B marketers are using SEM as part of their overall marketing mix. Another study found that the majority of B2B marketers use […]

develop an integrated digital marketing strategy Search engine marketing is used widely by businesses in all sectors almost regardless of their target audience. One study in the United States suggests that 66% of B2B marketers are using SEM as part of their overall marketing mix. Another study found that the majority of B2B marketers use a mix of digital marketing avenues in an integrated approach. Highly effective avenues used in generating leads in B2B marketing were found to be: Email – 45% Content – 45% Social media – 39% Webpage optimisation – 39% SEO – 38% Paid search – 30% Webinars/virtual events – 29% Most respondents noted a range of highly effective avenues for B2B marketing. Most were using a mix of effective avenues and it is likely that effectiveness was augmented by the mix of avenues being used. The use of this diversity of avenues has been made easier…