- Educating buyers

- Gathering market data

- Promoting special events

- Increasing online registrations

Due to its unparalleled effectiveness, online advertising has gained popularity among marketers, causing a shift in ad spending from offline ad media towards the Internet. Forrester Research, a technology research company, surveyed 126 B2B marketing executives from various industries and concluded:

"Business-to-business (B2B) marketers struggle most to reach decision-makers and measure effectiveness. As a result, they are shifting advertising dollars toward more direct and interactive tactics - supplementing sales forces with higher spending on e-mail, direct mail, and online advertising." (1)

The trend of spending more on the Internet compared to offline media is expected to continue as more and more businesses discover the benefits of advertising online and businesses in the pulp & paper industry would do well to embrace online advertising and benefit from it.

Bibliography

1. "What B2B Marketers Need from Technology?", Elana Anderson, et al, April 2005

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