Annotative+Bibliographies

Article Title: Online Advertising: Worth the Investment  Article Source: Canadian Marketing Association Blog, http://www.canadianmarketingblog.com/  Article Author(s): Albert Motz  Reviewed by: Mackenzie Ellis

 Abstract:

This article addresses the use of online advertising within the realm of B2B marketing. The constant bombardment of banner ads, box ads, and pop ups have diluted the online sphere to the point where advertising no longer is expected to directly cause buyers to purchase services or products. In the article Motz proposes ways marketers should utilize online advertising in order to maximize results. His five suggestions include: target buying cycle, leveraging social advertising, generate awareness, integrate into inbound efforts, and lastly measuring results.

Tags: B2B, online advertising, CMA, Canadian Marketing Association