abm_power_of_industry_specific_business_media.ppt

8/10/2019 abm_power_of_industry_specific_business_media.ppt

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The Power of Industry-Specific Business Media


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2 Entire contents 2007 Forrester Research, Inc. All rights reserved.

Overview

ABM engaged Forrester Consulting to complete an independent

research study of the trends and impact of B2B media on both

end-users/decision makers and marketers.

The findings and analysis of this study indicate that the integrated use

of industry-specific business mediais the most effectiveway to helpdecision makers evaluate purchases, grow professionally, and improve

their businesses.


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Summary of survey findings

Business decision makers (BDMs) are shifting to digital mediause at

a faster rate than B2B marketers are adopting these media

Each of the key industry-specific media typesprint, events, and

digital --demonstrates unique strengths

BDMs are highly involvedwith industry-specific media

Industry-specific media are most effective when used togetherin an

integrated manner

Industry-specific media are more effectiveat reaching BDMs than

general business media

Industry-specific media extend the reach and effectivenessof theB2B marketers sales organization

B2B marketers plan to underutilizeindustry-specific media in their

future spending compared to BDMs expected use of these media


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How is the useand value placed ondigital media amongbusiness decision makers changing?

Are B2B marketers taking full advantage of these trends indigital media use?

Key Findings


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16%

19%

24%

24%

29%

30%

32%

39%

43%

45%

53%

64%

70%

70%

Syndicated content feeds published via RSS

Podcasts

Mobile/wireless devices

Online videos or rich Internet applications

Product listings/ads in online directories

Online forums, communities, or social networks

B2B blogs

General business magazine Web sites

Specialized business Web sites (e.g. IT Toolbox)

Web-based events

Web portals (e.g. Google)

Vendors Web sites

Email or electronic newsletters

Industry-specific magazine Web sites

BDMs rank industry-specific Web sites as one of the top 2 digital resourcesthey rely on at their jobsfar ahead of general business web sites

Of the digi talB2B media that you use on yourjob,which3 do you rely on the most:Base

485

666

582

500

458

354

395

273

304

291

348

296

174

166


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As further evidence of the digital media transformation, most BDMs useor intend to use Web 2.0, emerging media

Which of the following activities relevant to your job o r industryhave you tried or considered trying?

Base: 878 B2B decision makers

Read and/or posted to a wiki

Visited a social networking site

Use an RSS feed from a news source, Web site, or blog

Listened to a podcast

Read a blog

Attended a Web-based event

Used a mobile/wireless device

Used regularly Tried Considered trying

90%

90%

86%

76%

70%

69%

59%


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19%

21%

24%

24%

35%

37%

38%

40%

47%

50%

54%

66%

71%

87%

While BDMs rely on industry-specific Web sites the most, B2B marketersdont use these sites in their marketing mix to the same degree

Of digi talmarketing tactics used or sponsored in the past 12 months,

which3 did you use the most?

Base

648

337

494

357

316

327

275

281

241

268

141

201

159

143

Corporate Web site

Ads/listings on Web portals

Email solicitations

Web based events

Ads on industry-specific magazine Web sites

Online directories

Ads on specialized business magazine Web sites

Online video

Ads on general business magazine Web sites

B2B Blogs

Podcasts

Sponsored ads in online discussion forums

Mobile

RSS

68% of B2B marketers say

industry-specific Web sites

effectively reach decision makers

and 62% say these sites effectively

generate leads.


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What value do traditional industry-specific media platforms offerto B2B decision makers?

With growing use of digital media, how engaged or involved aredecision makers with traditional industry-specific media?


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Each of the key industry-specific media platforms demonstrates uniquestrengths to BDMs

ResponseIndustry-specific

Web sites

Industry-specific

magazines

Industry-Specific

TradeshowOther media

Provides objective information 27% (1) 25% (2) 9% (4)General business

magazine = 11% (3)

Provides information that I can trust 25% (2) 26% (1) 10% (4) Vendor Web site = 12% (3)

Keeps me ahead of the competition 24% (1) 20% (2) 14% (3)Genl business magazine

Web site = 9% (4)

Helps me do my job better 22% (1) 20% (2) 11% (3) Web portals =10% (4)

Helps me advance my career 22% (1) 19% (2) 14% (3)General business

magazine = 10% (3)

Helps me grow my business 21% (1) 18% (2) 15% (3)Genl business magazine

Web site = 8% (4)

Helps me become aware of newproducts or services

17%(3) 19% (2) 22% (1) Vendor Web site = 16% (4)

Industry-specific media platforms top all other media for delivering objective information,

staying ahead of competition, and helping BDMs perform in their jobs

Base: 878 Business decision makersKey: Percentage of respondents selecting the medium as the BEST

medium for helping them with the activities described in each statement.

(Overall rank in parentheses)


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BDMs are highly involved with all industry-specific media

Media involved with Frequency Time spent

Industry-specific businessmagazines

64%read 3 magazinesor more last month44% spent 3 hours or morereadingmagazines per week

Industry-specific conference

or trade show

51%attended 3 conferences or trade shows

or more during the past 12 months

58% spent 5 days or moreat

conferences or trade shows during the

past 12 months

Industry-specific Web sites 54%visited 5 Web sitesor more last month47% spent 3 hours or moreon Web

sites per week

Web-based events 75%attended 3 Web-based eventsor moreduring the past 12 months

N/A

And BDMs find industry-specific content and advertising more engaging than general business media

Statements about engagement Agree

When visiting an industry/profession-specific Web site, I find that I spend more time reading andthinking about the content than with other more general Web sites or portals

83%

When reading or interacting with industry/profession-specific business magazines, I find that I

spend more time reading or thinking about the editorial content and product/service messages

than with other general business media80%

Base: 878 B2B decision makers


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When integrated together, do industry-specific media influencedecision makers more than when used alone? Do marketersagree?

How important are B2B digital and traditional media to B2Bmarketers sales process?


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Industry-specific media are most effective when used together in anintegrated manner

When used together, B2B media help BDMs recognize brands

Base: 816 B2B marketers

B2B Marketers AgreeIntegrating our marketing messages and advertising across multiple industry-specific

business-to-business media allows us to reach buyers that we might not have engaged

using one medium alone.

93%

Our company or brands become/s more top of mind when buyers see our messages in more

than one industry-specific B2B medium91%

Buyers and customers are more likely to consider our companys products or services when

they see messages for our company in more than one industry-specific B2B medium 91%

Prospects get more information about our company or brands when they see messages in

more than one industry-specific business-to-business medium90%

Our firm gets more qualified buyers when we integrate industry-specific B2B media like print

and events with online media like Web ads and sponsored links.85%

B2B Decision Makers Agree

It is easier for me to recognize or remember a companys brand or products/services when I

see messages about it in multiple media such as magazines, online, or at events91%

Base: 878 Business decision makers

B2B media also help B2B marketers reach buyers and stay top-of-mind


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Industry-specific traditional media are more effective at reaching BDMsthan general business media when making purchase choices

When making purchase decisions, more BDMs rely on industry-specific media

to inform and validate their choices

26% or fewer of BDMs surveyed selected 11 other marketing tactics including Web portals, online directories,

direct mail, online video, podcasts, RSS, TV, radio, newspaper, mobile ads, and outdoor.

Base584

582

544

485

569

609

666

458

273

354

304

343

48427%

27%

32%

32%

37%

37%

40%

40%

44%

45%

45%

48%

48%

General business magazines

Custom media


B2B blogs

Specialized business Web sites (e.g. IT Toolbox)

Web-based events

Email

Industry-specific business magazines

Industry-specific conferences

Industry-specific Web sites

Industry-specific trade shows

Vendors' Web sites

Peer advice, word of mouth


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Industry-specific media extend the reach and effectiveness of the B2Bmarketers sales organization

Base: 878 Business decision makers

And industry-specific media help marketers increase the effectiveness of theirsales teams

Statement Agree

BDMs who say seeing a message in industry-specific media makes them

more receptive to a salesperson.82%

Industry-specific media open doors for B2B sales reps.

Statement Agree

Our salespeople feel that messages in industry/profession specific B2B

media help to build their credibility91%

Buyers who visit our Web site are more likely to take a call from oursalespeople

89%

Messages in industry-specific B2B media make it easier for our salespeople

to call on prospects88%



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Which trends in media use by B2B decision makers andmarketers are most important?


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Looking forward, industry-specific media will continue to be moreimportant among BDMs than general business media will in 2009

How will your use of t radit ionalmedia change in the next two years (2009)?

Base: 878 business decision makers

The top 3 choices

are industry-

specific media

16%

17%

21%

22%

23%

28%

43%

44%

44%

45%

45%

Outdoor

Radio

Newspapers

Direct mail

TV

General business magazines

Peer advice, word of mouth

Custom media

Industry-specific business magazines

Industry-specific conferences

Industry-specific trade shows

% who say their use of traditional tacticswill increase or increase significantly in 2009.


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39%

42%

48%

51%

54%

55%

57%

57%

58%58%

58%

59%

63%

66%

General business magazine Web sites

Syndicated content feeds published via RSS

Product listings/ads in online directories

Podcasts

Business-to-business blogs


Specialized business Web sites

Mobile/wireless devices

Vendors Web sites

Online videos or rich Internet applications

Email or electronic newsletters

Web portals (e.g. Google)

Industry-specific Web sites

Web-based events

Industry-specific

Web sites rank

#2 among ALL

planned digitalmedia

In addition, BDMs use of industry-specific Web sites and Web events willincrease beyond traditional media use in the future

How will your use of digi talmedia change in the next two years (2009)?

Base: 878 business decision makers

% who say their use of digital tacticswill increase or increase significantly in 2009.


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Despite the value and importance BDMs place on B2B media, B2Bmarketers spend a significant percentage of their budgets on media thatBDMs use or rely on less

Direct mail,

8.7%

PR, 7.0%

Corporate

Web site

12.1%

Industry-specific

28.0%

Online

various

20.8%General

business12.5%

Traditional

broadcast

10.7%

While industry-specific media rank highly in BDM current media usage and plans for

2009, marketersspend a significant percentage of their budgets todayon media that

BDMs use or rely on less.


Reported % trade marketing budget spent on each marketing tactic in 2007


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abm_power_of_industry_specific_business_media.ppt

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