Following the enthusiastic industry response to the AOP research, The role of B2B websites
, the association is to explore the impact the initial study had on the participating agencies, in a project that will also help to define the direction of subsequent AOP B2B research.
This next step will see AOP re-engaging with the agencies who took part in the in-depth interviews of the original study. The agencies were asked to highlight the perceived barriers to B2B websites when considered as a tool for advertising. It was these opinions that went on to shape the approach taken when establishing how business decision makers use B2B websites.
Liz Somerville, AOP project coordinator, comments: "The original study proved the effectiveness of B2B websites as an advertising medium and demonstrated that B2B online media can look forward to significant growth."
She added: "In allowing the agencies’ feedback to influence the shape of the next phase of B2B research, we can ensure it will address the specific needs of its target audience."
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