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% | 58% | |
The disconnect between what decision makers consume and where marketers spend presents a significant gap and opportunity for digital marketing and media organizations.