B2B Media Mix is crucial
A recent Harris Interactive study commissioned by American Business Media (ABM) highlighting the benefits of advertising in different media. They reinforced the point that website, print, and face-to-face events complement each other when it comes to brand image and lead generation..”
Key findings in the Harris research indicate that:
• There is value in seeing an advertisement in multiple b2b media and having a top-of-mind brand recognition.
• Half of these end-users say online advertisements lead to making/recommending purchase.
• A “significant majority” of end-users, says the report, believe b2b media should be an important part of an integrated sales initiative.
Trade shows also drive executives to seek additional information:
• On the web (77%)
• By talking to a sales person (73%)
• By calling a 1-800 number (40%)
The real message is that all companies should endeavor to push their message through multiple channels: they cannot simply wait for prospects to knock at their door or limit their opportunities for exposure by limiting the number of channels they push their message through.
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