Advertisers involved in business-to-business (B2B) marketing do not appear to be harnessing the brand-building potential of online PR, new results indicate.

The Internet Advertising Bureau’s (IAB’s) latest findings reveal that, although 39 per cent of those asked state they intend to increase their digital budgets, only seven per cent use the internet channel as a way of enhancing their brands.

Almost 140 B2B marketing professionals within the UK took part in the survey and, of those, 51 per cent admitted to directing their digital expenditure towards the development and management of lead generation.

"Despite tough trading conditions, B2B marketers are continuing to invest in online, but it is clear that the medium is showing most appeal as a sales driver," Sorcha Proctor, senior insights manager for the IAB, said, adding that companies should look at social media and display ads to ensure success in a competitive field.

A recent publication by Web TV Enterprise emphasised the importance of internet marketing services using online video as a promotional channel, noting that the medium has grown in the last two years.

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