Release date: Immediate Release
Key Note News
Is Big Data the Next Big Thing for B2B
Marketers?
Key Note Market Report Update
According to B2B Marketing, a new Report from marketing intelligence specialists, Key Note, the continued
migration of marketers onto digital marketing channels has resulted in a growing interest in and demand for
‘Big Data’ analytics. Big Data refers to the collection and analysis of large sets of data; and with the level of
data now being handled by marketers continuing to rise, following the growth of digital communications and
social media, it has become increasingly important for agencies to be able to monitor and analyse the
success of marketing campaigns launched across such channels. Between 2009 and 2013, expenditure on
digital B2B marketing services has seen double-digit growth year-on-year, with Key Note estimating this
sector of the B2B marketing industry to have increased by 63.3%, in terms of value, over the past 5 years.
In comparison, spending on both traditional and live B2B marketing channels has observed only marginal
growth during the same period, with these sectors suffering most from budget cutbacks following the
2008/2009 recession.
Spending on digital marketing, in contrast, has continued to observe strong growth in recent years, with
mobile marketing, in particular, acting as a key driver within this sector following the proliferation of Internetconnected mobile devices on the general market; and the subsequent growth of a more mobile workforce
within the UK. As such marketers have been keen to follow their target audiences onto mobile platforms,
thus driving investment across mobile marketing channels. The growth of these online channels, as well as
the development of social media marketing, has meant that marketers now need to monitor and analyse an
increasingly high level of data, from tweets, likes, comments and shares to click-through rates, website
traffic, email communications, mobile location information and social media commentary.
So why is Big Data so important to marketers? Well, in the most basic terms: ‘Knowledge is Power’, and that
is exactly what Big Data provides marketers with — a vast and wide-ranging insight into how their target
audiences are behaving in response to digital campaigns and other online content marketing. By analysing
such data marketers can essentially become more efficient at their jobs; for example, by tailoring their online
content to target specific audiences and by delivering targeted messages across a variety of channels that
are more consistent and coherent with wider marketing strategies.
With expenditure on B2B digital marketing channels expected to represent over half of total spending on
B2B marketing activities by 2018; the need for B2B marketers to really to get to grips with handling large
amounts of ‘Big Data’ is only likely to increase in the future. By doing so not only can marketers monitor the
return on investment (ROI) achieved from their digital campaigns; but they can also become more efficient
and appealing themselves.
Ends
Press enquiries: Lisa Ivey at Key Note at livey@keynote.co.uk or 0845 504 0452. Press/review copies
of the report are available on request.
Notes to editors:
Key Note’s 2014 Market Report, B2B Marketing, analyses the market for traditional, digital and live B2B marketing
activities in the UK.
Key Note Ltd has been providing commercially relevant market information to libraries, academia and businesses for
almost 30 years. With over 1,000 titles available across 29 market sectors, and new or updated titles published every
month, Key Note is one of the UK’s most prolific and respected business information providers. Within the range, some
reports are written in response to particular market conditions, whereas other reports will be produced regularly year on
year.
Key Note’s 2014 Market Report, B2B Marketing, is available to purchase from Key Note on 0845-504 0452, by e-mail
at sales@keynote.co.uk or at www.keynote.co.uk, priced £575.