Survey highlights how dull creative generates disengagement, not leads

According to the results of a new US survey your B2B advertising might not be as good as you think.

Commissioned by WHM Creative, the survey found ’81 percent of business buyers believe they’d make better decisions if B2B advertising did a better job of engaging them’.

It gets worse. Just 22 percent of respondents said the advertising they see engages them enough to get them to take the next step towards making a purchase.

This is a damning but very believable statistic. Having watched literally thousands of adverts drop into expensive magazine pages, I often wondered why so many firms would spend thousands on page placement and impressions, but very little on strong creative.

The survey revealed that nearly half (48 percent) of B2B purchase decision makers find the advertising directed at them boring. A similar proportion (49 percent) felt the same way about most B2B websites, which they saw as ‘not as interesting and creative as consumer websites’.

What do they want? Well, more creative campaigns for one. A majority (82 percent) wish B2B advertising had the creativity they see in B2C advertising. Finding creative ways to engage a B2B audience has always presented different challenges, but it’s time more businesses tried harder.

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© Stuart Matthews Editorial