A common misperception is that B2B ad campaigns is poles apart from B2C advertising. Most, however, believe that’s not true. But no matter whether these two ad categories are different or not, bottom line is that consumers, whether businesses or individuals, will act as they normally do.
If you fall under the category of folks who believe they can do more with their B2B ads, then read on to find out the basic statistics on how women and men behave when they come across B2B ads. Maybe this can guide you toward a proper internal redesign of strategy or implementation.
The question revolves around how business people interact with online ads? The extract of the matter is that each gender behaves differently as a target category with women clicking more than men, and men acting more than women. And that’s not all. Each gender behaves the way they do, do so at varying different times of the day and night.
A survey conducted between January and July of this year and undertaken by Bizo, an online ad targeting firm, studied over 80 million business professionals, and they found that when it comes to B2B ads, women tend to have a higher CTR than men, but men are more likely to register for free trials, download, or even buy than women.
The study further observed that men more often click at 3:00am (EST) and end up acting at 4pm, whereas women prefer to delay their clicks till 5am, and act at 11am.
The survey also showed that most business people who click are either from publishing, accounting, drug stores/pharmacies, veterinary services, or agriculture sectors, while business people in the least likely to click category tend to be from the car rental, aerospace and defense manufacturing, media/music,
boats and marine, manufacturing, or higher education sectors. Business people from business services, media/internet, hospitality, and advertising/marketing are more likely to act on an extended offer, whereas business people who are least likely to act are mostly from the same sector as those who are least likely to click. The survey rounded off with top clickers from operations change management, IT, database, government sales support, and operations compliance categories, whereas those with the most actions were mostly from the C-Level executive class, IT, medical/health, Marketing/Advertising sectors.
In conclusion, the above data may provide some insight into B2B campaigns, and perhaps help you in your online B2B strategy.
