Business Media Matters : February 2010
Marketers Optimistic Despite Ongoing Pressure to Reduce Spending
A new survey by the Association of National Advertisers (ANA) has found that, although marketers are still under pressure to reduce spending, reductions are less severe than were reported previously.
According to the “ANA Recession Survey, 4th Edition,” 83% of respondents say they’re continually challenged to identify cost savings and reductions in their current marketing and advertising efforts. That’s down from the 87% who reported such challenges six months ago, and the 93% just one year ago.
Additionally, the ANA reported that predictions about advertising budgets in the next six months suggest some degree of optimism: The majority of marketers (59%) expect no change in their budgets, and 19% foresee budget increases. Only 22% of respondents forecast budget reductions, down from the 39% who expected cuts six months ago.
For more key findings from the ANA’s online poll of 143 marketers, click here.
HP CMO to Deliver Keynote at ABM’s 2010 Annual Conference
Other sessions explore the agency/client/media relationship and marketing services
This May 2-5, ABM’s 2010 Annual Conference is headed to Charleston, South Carolina, and the agenda is packed with the ideas and strategies necessary to boost your revenues and profits. You’ll have a unique opportunity to learn straight from industry leaders and visionaries about how to execute and capitalize on the next generation of b-to-b media and information services.
On Tuesday, May 4, Michael Mendenhall, CMO of HP, will kick off the morning with a keynote address, discussing how marketers and b-to-b media companies can align their appropriate skill sets (such as with social media), build relationships and work together to grow both brands.
Michael currently directs all aspects of HP’s corporate marketing operations globally, overseeing brand strategy, internal and external communications, digital strategy, global citizenship, integrated design, customer intelligence, services and operations, and hp.com.
Other sessions include an Agency/Client/Media Panel, exploring how a consultative approach can sell an integrated media package; a Visionary Panel, highlighting creative new money-making approaches for today as well as innovative revenue growth opportunities for 2012; and a Marketing Services Panel, during which three industry leaders will discuss how they’re making money by working with clients on developing marketing campaigns and Web sites.
Click here to view the full conference agenda, and stay tuned as we continue to announce new details.
Register now to take advantage of our special room rate at the Charleston Place Hotel, located in the heart of downtown Charleston, for just $199/night. To book your room, call the hotel directly at (888) 635-2350 and mention ABM’s Annual Conference to receive the reduced rate.
Roster of ABM Member Companies Utilizing New Ad Continues to Grow
Is your company on the growing list of ABM members utilizing the Association’s new ad to promote the power of business media?
ABM’s new ad captures a significant finding from BtoB magazine’s recent survey of 376 business-to-business marketers: Almost 40% said they plan to increase their b-to-b media spending this year. 73% of them indicated an online marketing budget increase; 35% said they’d increase spending on events; and 20% planned to increase their print budgets.
Member companies including Cygnus Business Media, Meister Media Worldwide and Vicon Publishing are finding the ad especially valuable in promoting the power of business media to their respective audiences.
Click here to download a PDF version of the ad, or contact Kate Patton to request any of the various print or electronic banner ad formats (120x600, 300x250, 468x60, 728x90) for your magazine or Web site. Also feel free to customize the ad with your logo to make it better resonate with your audiences. A version promoting the power of ag media is available as well.
Everything You Need to Know About Database Marketing
Through a recent partnership with Vital Business Media’s eMedia Vitals, ABM is proud to deliver the ABM Vital Guide, a free weekly e-newsletter containing high-quality, actionable content on the hottest digital media trends affecting the b-to-b industry.
As media companies rely more heavily on database marketing to help them build an audience and execute revenue-generating programs, there are countless challenges to combat, including the storage, leveraging and protection of consumer data. A recent Vital Guide, dedicated to database marketing, offers valuable resources for successfully executing your own data-driven strategy. Articles include tips on lead generation, e-mail marketing, behavioral tools, and much more.
Each week, the ABM Vital Guide tackles one specific digital media trend or product with the potential to dramatically influence members’ digital revenues. Previous editions have thoroughly covered such issues as audience development, content aggregation, online event models, e-newsletters and subscription management. Click here to subscribe now!
ABM Events Summit Delivers Integrated Event Marketing Strategies
in Just One Month!
ABM has teamed up with events industry associations IAEE and SISO to make its 2010 Events Summit, being held March 24 in New York City, a unique, industry-wide program relevant for event organizers, show producers, marketers and integrated b-to-b media companies alike.
This cost-effective, half-day program will address opportunities for creating a blended event model, with an in-depth focus on virtual tools and technologies, content development and attendee recruitment. ABM’s Events Summit will also feature marketing best practices for both physical and virtual events during an interactive session that will deliver strategies for executing effective integrated marketing programs, especially important now as reduced travel budgets continue to impact event attendance.
Speakers include Tony Uphoff, CEO, TechWeb; Scott Pierce, VP, Digital Development, ALM; Tom Cintorino, EVP, Digital Media, Northstar Travel Media; and Steve Palm, CEO, NewBay Media – plus more to be announced.
Click here to view the full agenda and reserve your seat now.
Click here to access ABM's new strategic plan!
Click here to follow ABM on Twitter!
Click here to become a fan of ABM on Facebook!