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Recent Research Indicates Business-to-Business Media Remains Strong Tool to Help Close Sales
ABM UNVEILS POWERFUL RESEARCH ON MEDIA MARKETERS & USERS
Seminal research shows strength of business media recognized by buyers
and readers.
NEW YORK-- The positive feelings that marketers have toward business media - especially business-to-business magazines,
business-to-business Web sites and events - is well-deserved, according
to the research presented by American Business Media at the offices of
Bloomberg LP today.
To study the mindsets of marketers in the business media arena, ABM
commissioned Forrester Research to conduct the "Digital Marketing
Shift." To understand the end-user, ABM commissioned Harris Interactive
to research how media end-users (readers, event attendees, and online
participants) use business media in their decision-making.
The Harris research corroborates why marketers feel strongly about
business media as outlined in the Forrester study.
The Harris research, released for the first time today, found:
- Trust in online media is growing among business-to-business end-users.
However, while many marketers are focused on online media, they need to
recognize that a synergy of different business-to-business media is the
best way to deliver their message.
In fact, end-users readily acknowledge a link between seeing an
advertisement in multiple business-to-business media and having a brand
be more top-of-mind, highlighting the benefits of advertising in
different media.
- Marketers now have the information about the influence of online
advertising they seek. End-users report rising trust and half say these
online advertisements lead to making/recommending purchase. In fact, all
media platforms proved valuable in the purchase process according to
end-users.
- Almost six in 10 executives (57%) say that an advertisement in a
business-to-business magazine prompted them to purchase or recommend
purchase of a product or service.
- Trade shows also drive executives to seek additional information either
on the web (77%), by talking to a sales person (73%) or calling a 1-800
number (40%).
- Trade shows, with their hands-on advantage, are great places to make a
sale with seven in 10 (70%) executives purchasing or recommending the
purchase of a product or service directly as a result of
advertising/promoting at a trade show.
- Marketers need to recognize that business-to-business media enhance
the efforts of their sales organizations as a significant majority of
end-users believe business-to-business media should be an important part
of an integrated sales initiative.
"The fact that the opinions of end-users and buyers of business media
agree so thoroughly on the strength of all of media platforms is
important not only to illustrate the power of our industry," said Gordon
T. Hughes II, president and CEO of American Business Media, "but it also
speaks to the fact that print, digital platforms and face-to-face events
complement each other when it comes to brand image and lead generation.
The fact that our media platforms generate such trust among both groups
surveyed is a heartening tribute to the integrity of business media."
Both of these seminal research works are available in their entirety at
www.americanbusinessmedia.com
About American Business Media:
Founded in 1906, American Business Media is the industry association for
business information providers. Its 300-plus member companies reach an
audience of more than 100 million professionals and represent nearly
5000 print and online titles and 1000 trade shows.
Contact:
Steve Ennen,
Vice President, Digital Media & Information
American Business Media
T 212.661.6360 x3331
info@abmmail.com
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