Two-thirds of respondents to Direct magazine’s annual online
marketing survey indicated that they have a Web site, up from 52% in last
year’s survey.
Business-to-business-focused companies were most likely to be online, with
more than three-fourths (77%) responding that they had a site, compared to
just under 59% of consumer marketers, and 68% of companies targeting both
consumers and businesses.
However, only 53% reported sales activity generated from their Web site,
either through leads or actual sales, according to a Media Daily report. More
than 70% reported Web-generated sales as accounting for less than 10% of
their total revenue stream.
A year ago, B-to-B was the focus of more than half (51%) of respondent sites.
Consumers were targeted by 40% of the sites, and both businesses and
consumers were the focus of only 8%.
In 1997, the biggest shift has come in this “mixed focus” category, which
has leaped up to 20% of the picture. B-to-B targeted sites are at just
under 48%, while consumer-focused sites have decreased to under 32%.
