is a senior business researcher at the Danish industrial pump manufacturer Grundfos. He is also affiliated as an industrial PhD-fellow with both the IT University of Copenhagen and Copenhagen Business School. Throughout the last 12 years, he has been working in marketing at large industrial companies, in teaching and academia, as well as at a larger consultancy firm. Morten holds a BSc in Engineering and an MSc in IT.

Correspondence: Morten Bach Jensen, IT University of Copenhagen, Rued Langgaards Vej 7, DK-2300, Copenhagen, Denmark, Tel: +45 2988 1669, Fax: +45 7218 5001, email: mbj@itu.dk

Received 6 April 2006.

Abstract

This paper addresses the issue of whether there is a need for better online marketing communication planning and prioritisation methods, particularly for B2B companies. It describes the result of an empirical study among larger Danish companies. The work looks at differences between B2C and B2B companies, regarding the importance of offline and online marcom disciplines, online spending and usage of methods for online communication prioritisation. The paper concludes that due to high online spending, a less specialised priority of online disciplines and very limited usage of existing methods, B2B companies need to be on the lookout for new systematic methods for online communication planning.