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B2B Digital Marketing: Using the Web to Market Directly to Businesses by Michael Miller

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11. B2B Online Advertising

How do you reach new B2B customers? Obviously, search engine marketing plays a big role, but you can also attract the attention of prospective customers via online advertising.

You probably do some degree of advertising in traditional media—probably in targeted periodicals and industry publications. Well, online advertising is similar in its effect, especially when you target customers by keywords or demographics. The big difference is that you can tell exactly how well each ad is working—all you have to do is track the clicks.

How Effective Is B2B Online Advertising?

B2B advertising, both online and off, is all about reaching out to prospective new customers and alerting them to your products and services. B2B ads, ...

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