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The paper seeks to indicate where resources should be directed to utilize online marketing communication (OMC) further, including the identification of the diversity of OMC adoption, prioritization and future potential.

A conceptual model of prioritization and potential of OMC, specified as a structural equation model is developed. Research data are collected from both Danish advertising agencies and major companies, and based on these data the model is estimated by using partial least squares (PLS).

The adoption of OMC by companies, as opposed to advertising agencies, is rather diverse. Companies should take responsibility for the holistic utilization of OMC, as well as the development of holistic prioritization methods. Special attention should be given to online relationship communication, as this discipline is the primary driver of confidence in future potential, and online interactive communication, which has the largest potential for improvement.

The research is based on a single geographic market (Denmark), and its transferability to other markets can be questioned. The geographical constraint also means that the sample is limited.

The paper presents original findings for online marketing communication planning and prioritization, and thereby adds to a green field that lacks both theory and practical recommendations.

The purpose of this paper is to state a case for consideration of low attention processing when advertising in industrial markets.

Through a critical description of low attention processing the paper demonstrates how this framework can be applied in industrial markets. A case is made that it is relevant to consider low attention processing in industrial markets. Content analysis is subsequently applied to 48 advertisements for products that are deemed to invoke low attention. In the analysis, focus is on whether the advertisements employ emotional appeals in connection to brands and/or use intuitively understandable messages as would be advisable for attitude change through low attention processing.

The analysis shows that emotional appeals are used little in advertisements targeted at the selected market and that advertisements in which the brand clearly is displayed in combination with positive emotional appeals are rare. This combination was only seen in three out of 48 advertisements. In addition, most advertisements are not intuitively understandable and thus require that the message receiver is willing and able to allocate resources to cognitively process the advertisement contents.

This paper states a practical case for increased consideration of low attention processing and the necessity for an increased focus on customers' processing of business‐to‐business (B2B) advertising.