Breaking News - Media, Marketing and Information Services
As a founding member of the ABM Media
Advisory Council, I had the opportunity to
participate in a preview of the soon to be
released:
Forrester Study of Trends
/Impacts of B2B Media
I have highlighted significant findings:
Business Decision Makers (BDMs) are shifting
to digital media use at a faster rate than
B2B marketers are adopting these media.
BDM's use of digital media to do their job:
76% Email / Electronic Newsletters
66% Vendor Web Sites
57% Web Portals
55% Industry Specific Magazine Web sites
BDM’s ability to recognize or remember a
company’s brand when a message is received
in multiple media: 91%
HOWEVER
Marketers under utilize industry specific
media in their current and forecasted media
mix (see how they allocate their budgets
below).
Marketers use of digital marketing tactics
during the past 12 months:
87% Corporate Web Site
71% Ads on Web Portals
66% Email Solicitations
54% Web based events
50% Ads on Industry Specific Web sites
40% Ads on Specialized Business Magazine
Web Sites
MARKETERS
Planned use of marketing tactics |
BDM’S
Planned consumption |
| THOSE THAT PLAN TO INCREASE: |
| 50% |
Web Based Events |
60% |
| 45% |
Industry Specific Web Sites |
63% |
| 62% |
Corporate Web Site |
59% |
| 47% |
Web Portals |
59% |
| 47% |
Email |
58% |
The disconnect between what decision
makers consume and where marketers
spend presents a significant gap and
opportunity for digital marketing and
media organizations.