DIGITAL MEDIA SURVEY SHOWS STRONG FUTURE FOR B-TO-B MEDIA
Online media, in-person events, and print should expect growth in marketing dollars
NEW YORK, October 27, 2005--Results of the largest survey ever focusing on digital media in the business-to-business arena, shows optimistic growth for multiple information delivery platforms and reinforces the case for integrated marketing. In the “Business-to-Business Digital Marketing Shift” performed on behalf of American Business Media by Forrester Research, Inc., more than 860 marketers offered their perspectives on tools for brand-building, lead generation, market spend, and the future use of marketing tools. Overall, business-to-business information platforms performed better than mainstream media on these important marketing considerations.
Key findings in the survey include:
• Marketers believe online marketing will increase its effectiveness between now and 2008
» Online marketing budgets will increase
» The growth of online media will be evolutionary, not revolutionary
• ABM and its members need to help marketers make this transition
• B-to-B marketers using online have shifted 24% of their budgets to digital
• More marketers will start using online
Many marketers are already embracing online marketing with 49% of the respondents responding that they are using the tactic in 2005, and 55% expecting to embrace the tactic by 2008.
Overall, marketers found online “more effective” than TV, general business magazines and newspapers for generating qualified leads. The future for online marketing looks even brighter. Marketers not using online marketing today believe it will be more effective in 2008.
Other top line findings include:
▪ In-person events and industry-specific/trade magazines are viewed as the first and second most effective marketing tactics for lead generation, respectively. Of the respondents, some 63% find in-person events the most effective and 47% found print publications most effective.
▪ In-person events and industry-specific/trade magazines are viewed as the first and third most effective marketing tactics for building a brand. Of the respondents, 61% found in-person events the most effective and 50% selected print publications.
▪ Industry specific vehicles are viewed as more effective than general business vehicles, both online and offline
▪ Business-to-business marketers have a bias toward industry-specific vehicles, but do not always put their money there
“We are extremely encouraged by this survey, said Gordon T. Hughes II, president and CEO of American Business Media. “Marketers recognize the power of business-to-business online offerings and in-person events, as well as the value of our magazines as brand building and lead generating vehicles.”
The survey is available for download on the American Business Media Website at www.americanbusinessmedia.com.
Steve Ennen, Director of Communications
American Business Media
T 212.661.6360 x3331