Marketing Strategy for Small- to Medium-Sized Manufacturers

Websites and Social Media

SMMs’ use of websites and social media as advertising was not mentioned in the questionnaire because they were not as common then as today—the questionnaire was administered in the late 1990s and early 2000s. Almost all companies now have a website and social media is becoming widespread. However, the jury is out on their effectiveness with respect to B2B industrial companies relative to the traditional types of advertising shown in Table 67. Internet searches for B2B advertising and for B2B social media will produce several sources advocating the effectiveness of websites and social media and as many others taking the opposite ­position.

While the debate continues, guiding principles of the advertising industry still ...