IDC Survey Reveals Online Marketing Is Becoming Universal at U.S. Companies

FRAMINGHAM, MA – JUNE 18, 2001 – Online marketing is becoming a standard business activity at companies throughout the United States. An overwhelming 99% of respondents in a recent IDC survey indicated they currently conduct online marketing activities, are in the process of initiating them, or will implement them within the next year.


"Companies that have successfully leveraged the Internet medium for marketing activities stand to gain broader customer reach and insight through enhanced interaction than those companies neglecting Internet media, forcing all businesses to examine their emarketing strategies," said Liz Leonard, senior analyst for IDC’s eMarketing Services research program. "Today, the question is not whether to embrace multichannel marketing; rather, it’s do we build, buy, or borrow online marketing expertise."

According to IDC, many companies will choose the buying route. Approximately 53% of respondents said they would outsource some or all of their online marketing activities.

"Undoubtedly, there is huge opportunity for emarketing service providers," Leonard said. "But before they can tap into this opportunity, they will need to understand the dynamics of the market. Interest in emarketing services varies significantly by industry and type of customer served. Additionally, companies have very different ideas about the types of emarketing services they want to outsource. To compete successfully in this space, emarketing service providers will need to understand the differences and be able to recognize patterns."

One of the many differences that IDC’s survey uncovered is that business-to-consumer (B2C) companies are 14% more likely to use emarketing than business-to-business (B2B) companies. B2C and B2B companies also outsource these activities for different reasons. B2C firms are looking for specific marketing expertise while B2B businesses want marketing-specific technologies.

IDC surveyed 350 U.S. companies about their current and planned use of online marketing and their willingness to work with service providers. Results from the survey are segmented by industry and presented in What Marketers Want: Purchasing Trends for eMarketing Services in the United States (IDC #B24557). The report analyzes demand for specific marketing functions and includes recommendations for service providers competing in this space. To purchase this report, contact Jim Nagle at 1-800-343-4952, extension 4549, or at

About IDC

IDC is the foremost global market intelligence and advisory firm helping clients gain insight into technology and ebusiness trends to develop sound business strategies. Using a combination of rigorous primary research, in-depth analysis, and client interaction, IDC forecasts worldwide markets and trends to deliver dependable service and client advice. More than 700 analysts in 43 countries provide global research with local content. IDC's customers comprise the world’s leading IT suppliers, IT organizations, ebusiness companies and the financial community. Additional information can be found at

IDC is a division of IDG, the world's leading IT media, research and exposition company.


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